Branding: Slogan Wars Between Coke and PepsiListThumbs
Branding: Slogan Wars Between Coke and Pepsi
The world is divided. Some people enjoy the classic feeling. Others, prefer to be the next generation. Whether you're a Coca-Cola or a Pepsi fan boy, you have witnessed the constant war between these two giants. When you place this war under a microscope, it's possible to see how these companies have tried to change their brand awareness during the years, trying to overcome each other.
When it was first introduced back in 1886, Coke didn't have much opponents in the cola drink market. That until 1898 when Pepsi was released and the rivalry between these two exploded, making the need for brand positioning really urgent for both.
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. - Wikipedia
Since both were developed and introcuded by pharmicists, they claimed that both drinks had medicinal properties. Coke's 1900 slogan was "For headache and exhaustion, drink Coca-Cola", while Pepsi's 1903 slogan was "Exhilarating, Invigorating, Aids Digestion". In 1929, Pepsi claimed: "Here's Health!"
Coke has been selling a "refreshing" and "satisfying" image for a longer time than Pepsi. Here's a quick list of slogans that remind us a lot of those we see today:
- 1904 - Coca-Cola satisfies
- 1904 - Delicious and Refreshing
- 1905 - Good all the way down
- 1906 - Thirst quenching - delicious and refreshing
- 1907 - Cooling... refreshing... delicious
- 1909 - Delicious, wholesome, refreshing
- 1909 - Delicious, wholesome, thirst quenching
- 1909 - Drink delicious Coca-Cola
In the other hand, Pepsi tried to show that their drink was better for small pockets, having more ounces of drink avaiable in each bottle. Check it out:
- 1934 - Double Size
- 1939 - Twice as Much for a Nickel
- 1943 - Bigger Drink, Better Taste
- 1949 - Why Take Less When Pepsi's Best?
After that, since Coca-Cola was the top selling cola drink for so long, Pepsi started to change their awereness. Pepsi had to find a way to make people think different of what they were used to. Making Coke look old was solution they found.
- 1961 - Now It's Pepsi for Those Who Think Young
- 1963 - Come Alive! You're in the Pepsi Generation
- 1984 - The Choice of a New Generation
- 1989 - A Generation Ahead
- 1993 - Be Young, Have Fun, Drink Pepsi
- 1997 - Generation Next
Althought its reign was never trembled by Pepsi, Coke replied these slogans reaffirming its untouchable quality and tradition.
- 1942 - The only thing like Coca-Cola is Coca-Cola itself
- 1945 - Whenever you hear "Have a Coke," you hear the voice of America
- 1970 - It's the real thing
- 1985 - America's Real Choice
- 1989 - Can't Beat the Feeling
- 1990 - Can't Beat the Real Thing
- 1993 - Always Coca-Cola
Another detail that makes clear to us that Coke never felt threaten is the fact that the Coca-Cola logo was hardly ever changed. The times Coke tried some change, the feedback was all negative, and they had to bring back the classic logo. Pepsi has been changing its logo since ever, adjusting themselves to each generation, making their way to become the "young choice".
From our post "Branding is not a Science is it?"
This is pretty much the evolution of the Coca-Cola logo.
And now we'd love to hear from you guys what do you all think about this slogan war. How do you find yourself between these two giants? Which branding do you prefer? Tell us! Cheers! ;)
46 Comments
Muito manero o post Paulo, jah assisti uma vez no history channel a historia entre e pepsi e coca e eh bem bacana tbm.
I'm all about taste in this matter and taste tells me that Pepsi is better :)
Commercials are also better :)
For the first time in my life, I actually thought that Pepsi's rebranding and redesign was so good that I bought pepsi instead of my usual Coke. I respect what they're trying to do over at Pepsi, and wish Coke would take a few chances (design and marketing wise) now and again instead of playing defense for the last hundred years. Viva la differance!
I'm from Texas and we drink Dr. Pepper here, BUT...
But as far as the two biggies, since Coke originated in the south there is a "yankee" connotation with Pepsi that leads us to believe that it's inferior, and you find that more often than not when someone asks "We dont have coke is pepsi ok?" they will say "no, ill just have a dr. pepper instead"
Coke is too traditional to change as drastically as Pepsi, remember the epic fail "new coke"? People freaked out. Pepsi makes random flavors and colors and no one really cares because its just Pepsi. If coke up and did a ultra modern makeover of its logo like Pepsi did a few months ago I don't think it would get the same welcoming that Pepsi did.
Pepsi all the way
I prefer definitively coke, maybe the fact that their logo remains the same, makes you feel related to the brand some how, and it is the original, but both are bad for your health...
Very interesting and eye opening post. Never though of it in this context before. I personally prefer Coke, as the taste is better IMO. I also feel that the brand has been along for longer, it feels stronger and more established, and because of its history feels more authentic and real. I think its great that the brand is so ingrained in everyone, and I wish I could work on a brand like that one day!
Another interesting anecdote about it is I live in Canada, right on the border between Ontario and Quebec. The Quebec flag colors are blue and white, and the Canadian flag is red and white. People in Quebec seem to be more inclined to drink pepsi because they associate with the blue more.
¡Always Coca-Cola!
...with this logo
I HATE PEPSI !!!! it tastes like diet coke. regarding to the branding coke is miles away beyond Pepsi. that's why Pepsi try to re reinvent itself every 2 years because nothing they do work period!!!.
I'm a Coke person myself, but I think the fact that Coke has never changed just proves they don't have to. The recognition has always been there, and will always be there. I do prefer it because of taste, although I do like their classic style commercials with the polar bears and Norman Rockwell type drawings. It all ties it together as the "classic."
All the changes Pepsi has made is actually very surprising to me. I had no idea. They do take some chances and being a designer I appreciate that, but there is also something to be said of consistency and the brand loyalty the people show towards Coke.
Pepsi logo has to be way better and very THIS generation. Coca-Cola taste better to me though.
"If it ain't broke, don't fix it." I think that's how Coca-Cola's logo works. It's very timeless and an example of a very strong brand with a rock-solid foundation.
I am personally not fond of Pepsi's newest logo design. I think their '98 and '03 renditions were the best. They were moving in the right direction by beginning to make the "globe" the logo itself without the necessary aide of the word "Pepsi" with it. I can tell they're trying to accomplish a word-free logo with this newest rendition, but the shapes they've used within the globe pull away from the familiar "wave" shape that dominated their marketing for half a century.
It is a bold move, and I'm sure over time my eyes will eventually get used to it and start to find it pleasing... but probably by the time I get used to it, they'll change it again.
From a consumer standpoint alone, I prefer the taste of Pepsi. However, as I have mentioned on the post about branding as a science, the new Pepsi logo is one of the worst "updates" I have ever seen from a major corporation. It is weak and much too "modern". It will never stand the test of time, and will not be around 50, 40 even 10 years from now.
It is interesting to see how many modifications the Pepsi logo has undergone over the years. Contrast that with the almost unchanged Coke logo. It all comes down to logo vs. identity. Obviously the people at Coke understand that you can change your identity without having to change the logo you are so well known by. People at Pepsi should take note.
Afri cola FTW
http://www.afri-cola.com/
I have always been a Pepsi fan. Even though drinking soda (in general) is a bad thing, once in a while isn't too harmful. I have to admit though, the new Pepsi logo through me off when I first saw it months back. In my non-bias opinion the new logo really isn't to my liking. As for Coke, just as one of the posts above states, they remained the same; the Coke logo really doesn't have to change. It seems as if it were to ever change, it would be mind boggling since we're all used to the same font after so many generations.
Regardless, Pepsi always blows me away with their advertisement in all forms of media. Coke just doesn't cut it; although, it's great to drink when you have a head ache. :-P
I think pepsi tastes better, but Coke is much more available so people intend to buy that first, and so do I. Just out of habit.
Did you know that coke zero and coke light are exactly the same? ;)
Oops, excuse the spelling. I meant "threw me off" instead of "through".
Well based on taste, Coke. But Pepsi has taken chances and tried new things with their branding over the years and although they haven't toppled Coca Cola, they're making an effort. Taste will always matter most to me, so I'll always pick Coke over Pepsi when given the choice. Right now I don't happen to have a choice, so I'm drinking Wild Cherry Pepsi
I appreciate that Pepsi is changing their logo. I hate it tho - I guess I'm a traditionalist. I love that the Coca-Cola logo doesn't really change. My favorite Pepsi logo was the one from the 80s..... And the new Mtn Dew logo where Mountain turned into Mtn... ahg. It drives me nuts. I know thats a popular abbreviation, but it just seems less than intelligent. I haven't bought any "Mtn Dew", since the change. It irks me that much.
http://cottagegrovemurals.synthasite.com/index.php
That link has a kind of interesting little tale about a coca-cola mural in Cottage Grove, Oregon. (I'm biased, that's my mom up there).
Anyhow - I like coke better, and it would freak ME out too, if that beautiful red can changed very much.
Interesting post!
But please abduzeedo, stop using full white color for the bold text, this makes it really hard to read.
pepsi copied off of obama's logo, for that they get a thumbs down
I like both products equally, It just depends on what mood Im in, however, since pepsi changed their logo to that really sweet new one, I just cant stop buying pepsi. I see them all on the shelf, and that logo is just so cool and attractive that I just have to buy it. I'd like to congratulate the person that designed it and hope that they got a huge raise. I can only hope to be that good of a designer one day.
great read, coke's my preference! :) Never seen the new pepsi logo, weird..
I dont really like these companies anyway ... but from my point of view the Pepsi Logo Redesign is terrible!
First off, coke is way better then pepsi. Now that I have that off my chest, the new pepsi logo is absolutely awful, "if it aint broke don't fix it" is the saying. The amount of bull that was put into the logo is absurd, for $1 million they should have done more then turn the logo sideway and screw with the middle shape.
Pepsi's Logo and it's drink sucks!! Coke is a classic and it's taste is irreplacable!!
I don't drink much soda any longer although when I did I always seemed to prefer the taste of Coke products over Pepsi products.
As far as branding goes, I definitely prefer coke over Pepsi. Coke's logo is timeless. I can't say I really like any of Pepsi's logo. I just feel like they are trying too hard to make their logo modern. It doesn't inspire confidence in the product to me.
Strangely enough, this article kind of made me crave a coke.
Always been a Coke fan.
Never really liked Pepsi. I blame their marketing. Always been exposed to Coke more than Prepsi.
Always Coca-Cola!
The current Coca Cola slogan is: "The Coke Side of Life"...
Coca Cola!!! Pepsi tastes like poop :(
Actually, the Coca Cola's visual DID change back in the sixties when they added the "wave" under the logo.
I'm not the biggest fan of either of these companies, but i have to admit i like the Coca Cola logo way better than anything Pepsi ever came up with. It feels timeless in some sense, and also i like the foreign versions, esp the Thai one
http://popsop.ru/wp-content/uploads/coca-cola_cans_range_bejing2008.jpg
http://www.allmarketing.co.il/_Uploads/34331(2).jpg
I remember when the company i work for changed their whole profile of colors, logos, fonts etc.
It's quite a big travel & charter company but i could never have imagined the amount of work and time (not to mention money!) it has taken to complete this process, and we still find loads of old company material circling around today almost 7 years after the switch. I can't even begin to think what it would take to redesign a brand or logo like Coca Cola, the distribution and logistical costs alone would be infinity³
Coke definitely has a great deal of brand equity that they continue to leverage pretty successfully. It's a pretty clear and understandable move on Pepsi's part to redesign their logo periodically - since they took the road of targeting the "new generation." But the trade off is that Pepsi doesn't have the brand equity that Coke is sitting on. On the other hand, it ends up looking like Pepsi has a more proactive brand strategy, whereas Coke might be seen as "resting on their laurels." But I guess, in the end, if it ain't broke... refer to jetgirl's post re: New Coke. EPIC FAIL.
COKE COLA RULES! :) Thats right! i luv coke!
Coca-Cola's logo is one of the strongest if not THE strongest in the world. Changing it would be stupid. In fact, keeping it the same all these years is something we like. If it aint broke...
Gah, I hate all these poor re-designs all these weak brands try all the time and Pepsi is probably the worst of them all.
After seeing the new pepsi logo altered to look like a very fat man walking I really can't get myself to buy one without laughing like a fool.
I like pepsi products like Dr. Pepper and Mountain Dew but when it comes to cola its always been Coke for me. God forbid coke ever succumbs to the pressure of a rebrand (again) the simple classic style is exactly why it has persisted for so long in the first place.
I don't drink soda, but I thought this was the coolest thing when I was nine:
http://www.youtube.com/watch?v=f58WXgoSWwY
Haha. :D
Is always better! Always Coca-Cola...
Love Coke Zero, same taste and no sugar...
unlike pepsi max its like there is other chemical falvoring or somthing...
http://neotericartzone.wordpress.com
I kind of lost respect for Pepsi® back when they adopted the slogan "You got the right one baby, uh huh™".
The slogan was stupid enough on its own, but the little ™ at the end was just too much. They were really worried someone would "steal" that?
P.S. Why can't I find C&C cola anywhere, dagnabbit?!?!
did coke ever use a celebrity for their ads or publicity?
mybe thats why pepsi got famous... celeberty stuff...
coke is just unique from the start, its the tatse they always endorse,, a quality drink...
Always Coca-Cola!
http://neotericartzone.wordpress.com
In 1929, Pepsi claimed: "Here's Health!"
LOL!!!
Why don't people know what they are putting into their bodys when they choose diet/zero drinks over sugar based drinks?
go do some bloody research!
yes sugar is bad for you but you are not supposed to drink soft drinks in that quantity and if you do you deserve the adverse effects.
The worst that sugar can do is dietetics, fat or tooth decay if you think that's bad look at the side effects an chemical uses for those artificial sweeteners you are ingesting.
ON SUBJECT
I did the coke/pepsi similarity test and was 100% correct. Pepsi feels less carbonated and has more sugar of course after 3 mins of having a cup down the differences became very narrow so redid the test with flat coke/pepsi and had a 20% success rate.
So it made me reevaluate my opinions on pepsi a little ... still if the choice was either two i would pick coke if the choice was extended i would have juice or water.
Peace
Brian
pepsi logo is http://www.sedentario.org/artedesign/o-que-parece-o-novo-logo-da-pepsi-1...
i just love the old ads from coca cola
I Like Coca cola :)
I WAS THE ASSOCIATE MGR FOR PACKAGE DESIGN AND IN THE VERY EARLY 1970s I DID AN EVOLUTIONARY DESIGN FOR PROCTER & GAMBLE'S DUZ SOAP. I'M QUITE CERTAIN THAT NO ONE REMEMBERS DUZ SOAP OR THE TWO DESIGNS THAT I SITE. SO LET ME EXPLAIN: THE ORIGINAL DESIGN WAS A RED BOX WITH A CLOTHES LINE OF WHITE CLOTHES. IT WAS COMPLETELY OUT-OF-DATE. BUT THEN SO WAS THE PRODUCT -- SOAP. THE FREE WORLD OF WOMEN HAD SWITCHED TO DETERGENTS BY 1972. WORKED FASTER, CLEANED BETTER [ AND ALSO WORE CLOTHES OUT QUICKER ] SO THERE WERE A VERY FRUGLE LADIES IN THE USA WHO STILL BOUGHT LAUNDRY SOAP GRANULES IN THE RED BOX. I WAS IN CHARGE OF THE PACKAGING BUDGET. FOR DUZ IT WAS 0. SO IO DID THE DESIGN A SWEEP REPLACED CLOTHES A SWEEP STOLEN BY COKE.!!!