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Branding: Commercial Wars Between Coke and Pepsi

TV commercials are a really important part of a brand's identity, along with the logo and slogans used over time. Just as the other parts of the identity, it tells us a lot about the company's positioning. Also, we get to see how they find themselves within the market. We manage to find 2 basic characteristics in these commercials: the use/or not of celebrities and the use/or not of emotional appeal. Mostly, all Pepsi commercials tend to use celebrities, and have no emotional appeal. They're just selling their product, and don't bother to attach any kind of feeling to that. Check out these Pepsi commercials: Michael Jackson. We drink Pepsi and dance... yay. Cindy Crowford. That one hot chick drinks pepsi. And that's it. Spice Girls. We used to be huge, and since we drink Pepsi, you should drink it too. Christina Aguilera / Ozzy Osbourne. WHAT? Seriously... Beyonce / Britney Spears / Pink. We are hot and we will rock you if you don't share your Pepsi with people. Kylie Minogue. If you drink Pepsi, you'll be so freaking cool, that even that untouchable celebrity will want you. On the other hand, Coca-Cola keeps the same strategy from the beginning: we are a traditional brand, people know us and know the quality of our product. Also, for being such a solid brand, they keep positioning themselves as an emotional brand. It sells tradition, warm feelings, brotherhood and happiness. Check these commercials out: Happiness Factory. Give a little love. Polar Bears. Polar Bears and Penguins. Santa Claus. The Christmas trucks. So, as you can see, these 2 brands have their own, singular positioning. And it's very clear why most people tend to choose Coke over Pepsi. Coke sells all the things that bring people together. Pepsi sells futility. And no, I'm not a Coke fan. Now, trying to be neutral, how do you guys see these commercials? Do you see them like me? Is Coke's positioning really the best one or Pepsi makes its way selling a product, not a feeling? You tell us! We'd love to hear from you. Cheers! ;)

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! ;)