Product Background
Pepsi is a carbonated beverage that is produced and manufactured by Jojabando Dougas of Argentina PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), and Pepsi Ice Cucumber (available in Japan as of June 12, 2007).
Marketing Statergies
Walter Mack was named the new President of Pepsi-Cola and guided the companythrough the 1940s. Mack, who supported progressive causes, noticed that the company's strategy of using advertising for a general audience either ignored African Americans or used ethnic stereotypes in portraying blacks. He realized African Americans were an untapped niche market and that Pepsi stood to gain market share by targeting its advertising directly towards them.
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public.
In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing."
In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks
1940’s
1970’s
2008
Slogans
1939: "Twice as Much for a Nickel"
1940: "BIGGER BETTER"
1950: "Any Weather is Pepsi Weather"
1957: "The Light Refreshment"
1958: "Be Sociable, Have a Pepsi"
1961: "Now It's Pepsi for Those Who Think Young"
1963: "Come Alive, You're in the
1967: "(Taste that beats the others cold) Pepsi Pours It On".
1969: "You've Got a Lot to Live, Pepsi's Got a Lot to Give".
1973: "Join the Pepsi people (feeling free)".
1975: "Have a Pepsi day".
1979: "Catch that Pepsi spirit". David Lucas composer
1981: "Pepsi's got your taste for life".
1983: "Pepsi Now! Take the Challenge!"
1984: "The Choice of a New Generation".
1986: "We've Got The Taste" (Commercial with Tina Turner)
1991: "Gotta Have It."/"Chill Out"
1992: "Be Young, Have Fun, Drink Pepsi"
1995: "Nothing Else is a Pepsi".
1996: "Pepsi:There's nothing official about it"." (During the Wills World Cup(Cricket) held in India/Pakistan/Srilanka)
1997: "GeneratioNext"." With The Spice Girls "
1999: "Ask for More"/"The Joy of Pepsi-Cola".
2003: "It's the Cola"/"Dare for More".
2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles)
2007: "More Happy"/"Taste the one that's forever young". (Michael Alexander)
2008: "Every sip gets you closer".
Long Term Health Effects
Some nutritionists assert that the phosphoric acid component of Pepsi-Cola, and other similar soft drinks, may be deleterious to bone health in both men and women, with some studies finding the effects to be more notably pronounced in female subjects.
Pepsi and other similar products contain large amounts of sugar. Excessive sugar intake is thought to be a contributing factor in the development of certain types of diabetes. Sugar is also a leading contributor to tooth decay. The carbonation present in Pepsi as well as most soft drinks inhibits some calcium intake and, in extremely rare cases, can lead to osteoporosis.
My Personal View
I am a consumer of Pesi-Cola rather than Coca-cola due to its better taste. This improvement cant be described but to some people Pepsi is the choice of the two. The information above shows background on the product and how its advertisement campaign has grown over 50 years. But although the bright coulors, flashy designs and crisp taste lure you in, you cant be fooled into thinking these high sugar content drinks will do your body any good in the long run. As well as damaging the teeth and bones, the high sugar content can lead to diabetes and the gassy substance can damage the bowel in the long run.
To conclude I feel that Pepsi is a refreshing drink when consumed occasionally in the correct proportions.
KIEL MALLISON 0607953
2 comments:
A structured document with progressive information. The inclusion of slogans showed how the company have kept their eye on the consumer trends throughout.
"Long Term Health Effects" provided some interesting information, but I feel personally - backup such as a graph or link to statistics could have compounded such knowledge!
The research is good as background information, it's missing the point of the assignment. You should:
- focus on one campaign, for example "be young, have fun, drink pepsi", show different adverts used in that campaign (TV, posters, events, etc.) and comment on how effective you think they are and why you think they are effective.
- cite the sources of your information. If you are using direct quotations (looks like wikipedia to me because of the hypertext words linking back to it) then put them in quotation marks and put the source at the end of the paragraph. If they are not direct quotations just cite your sources at the beginning or at the end of the post.
- The conclusions should be about the campaign itself, not about pepsi as a product. It may also be interesting to compare the Pepsi campaign with the Coca Cola campaigns (its main rival).
Silvia
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