A good illustration of the war is available on youtube videos:
vendredi 7 décembre 2012
Video war
Thank you very much for your attention and for following us during these last months. It is the last post of our blog. We hope you enjoyed our work on these two historical brand.
A good illustration of the war is available on youtube videos:
And for a funny end, here are our favorite commercials about COKE VS PEPSI:
A good illustration of the war is available on youtube videos:
Brand Mantras
Pepsi Brand mantra
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Excitement,music,fun,adventure
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Coca Cola brand mantra
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Hapiness,Joy,Family,magic
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Coke & Pepsi Archetypes
“Archetypes
helps us to understand the intrinsic meaning of product categories and
consequently helps marketers create enduring brand identities that establish
market dominance, evoke and deliver meaning to customers, and inspire customer
loyalty – all potentially in socially responsible ways”.
Carol Pearson & Margaret Mark, The
hero and the outlaw
Coke can be defined as the innocent. Indeed, you can see in their ads the message conveyed that Cola Cola believes in the purity of life, in enjoying nature, friends ans family. It seems that in Coca Cola's world, everything is beautiful like in a paradise. The goal is to be happy, and they clearly show it, from the famous song "I want to teach the world to sing", promoting universality and unity around the world, to the innocent celebration of christmas with a family of polar bears.
Actually, the brand created the modern standarized image of Santa Claus, with his white beard and red uniform. It was in 1931, when the company was looking for a way to increase its famous product sales.
From 1931 to 1964, the company advertising showed Santa Claus delivering toys, drinking a coke, raiding refrigerators...
When you think about pepsi, the first thing that comes in mind is adventure, self-discovery. Pepsi is more modern than Coke is the way that the message addressed is to think outside the box ( also refering to the competition with the traditional and leader Coke). Pepsi archetype is thus the explorer, its ads deliver the message that with Pepsi, you have a better and a more fullfilling life. Pepsi helps you to discover and experience new things, to be part of pioneers, to express your individualism. It claims autonomy, modernity. These are all characteristics in Pepsi communications, sponsorships...
But Pepsi can also be defined as the Jester. The core desire of jesters is to live in the moment with full enjoyment, to have great time.
Sources:
Class n°7
http://www.snopes.com/holidays/christmas/santa/cocacola.asp
http://trevorfisher.com/the-innocent-archetype
http://www.coca-colacompany.com/stories/coke-lore-santa-claus
http://www.synotac.com/wordpress/wp-content/uploads/2011/05/Marketing_Archetypes_L_L.pdf
Coke & Pepsi Brand personalities
The process of positioning a brand or
product is a complex managerial task and must be done over time using all the
elements of the marketing mix. Positioning is in the mind of the consumer
and can be described as how the product is considered by that
consumer, which enables to develop a character statement and thus a personality.
Coca-Cola and Pepsi have always been
similar in their “fun and young” personalities, the two brands have always been
on separate paths over the decades. On the one hand, Pepsi has stuck with its
high energy, music and comedy-driven strategy; on the other hand, Coke can be
seen constantly gravitating towards the emotional side of branding.
Coca-Cola ads are about human experience
in two ways. First, before global branding strategy becomes the trend we know
today, Coca-Cola was embracing diversity. This can be clearly seen in its
long-running “I’d like to buy the world a Coke” series of ads, showing people
from all over the globe joining together in Coke and song. Nostalgic people, check it out:
Moreover, Coca-Cola is available in
countries all across the world. As noticed before, it’s even rumored to be the
most recognizable brand, logo and even word on the planet.
When Coca-Cola isn’t targeting diversity, it
still has a strong sense of community through universal similarities such as a
love for Coke.
The second way that Coke has leveraged the
human experience is throughout families.
Pepsi always stayed aimed right at
children but Coke seems to know that Mom are the buyers; they played on
emotions and feeling moms know and are sensitive too. Coca Cola communicates as
the product desired by the whole family and as a daily life product.
This is more an evidence during Christmas
period where families are targeted, through for example a polar bear family.
This occurs all over Coca-Cola’s
advertising throughout the years but is never more evident than in Coke’s
Christmas ads. Whether its an endearing scene of a father and son watching the
Santa Coke truck go by or a family of polar bears consistently being brought
together by Coke, the Christmas ads are aimed right at the hearts of American
consumers.
Pepsi has always had a young target
audience. Their ads were historically targeted at teens and even pre-teens and
are injected with fun, sports and most often, music. Pepsi has leveraged all
manner of musical celebrities over the years, from Ray Charles to Britney
Spears.
Here is a commercial on YouTube featuring
Michael Jackson and a group of kids that are probably far too young to legally
target for such a sugary product nowadays.
When Pepsi wasn’t using musical
celebrities, humor was their weapon of choice, again utilizing young kids in
the ads. Who could forget the lovable little girl telling the bartender, “I
asked for a Pepsi Pal” in the voice of the Godfather?
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