Pepsi-Cola (English name PepsiCo) was born in the 1990s in 19. It is made by Caleb Bradham, a pharmacist in North Carolina, USA. It is made of carbonated water, sugar, herbs, crude oil, pepsin and cola nuts. The medicine was originally used to treat stomach diseases, and was later named "Pepsi Cola" and registered as a trademark on June 1903.
Later, it gradually developed into a carbonated beverage launched by Pepsi Company in the United States, and it was also the main competitor of Coca-Cola Company in the United States. On June 8th, 20 16, "Top 20 16 BrandZ Most Valuable Brands in the World 100" was announced, and Pepsi ranked 86th.
20 17 In June, BrandZ 2065 438+07, the most valuable global brand 100, was released, and Pepsi ranked 84th. As the leader of trend culture, Pepsi has always maintained a young and trendy attitude and has become the choice of every generation of young people.
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1983, PepsiCo hired Roger Enrique as its president. As soon as he took office, he set his sights on advertising. For soft drinks, it is difficult to distinguish the tastes of Pepsi-Cola and Coca-Cola products, so the focus is on advertising that shapes the individual characteristics of products (that is, brand and corporate culture).
The first is accurate positioning: find the market from young people and position yourself as a new generation of cola; And choose the right brand spokesperson, invite the superstars that the new generation likes as their own brand spokespersons, personalize the brand image, and start the cultural transformation through the idol plot of the new generation of young people.
Around this theme, BBDO, a partner of PepsiCo, has created many imaginative TV advertisements for PepsiCo, such as "Shark" and "Spaceship". These advertisements advocate "fresh excitement" for American youth born at the peak after World War II. Unique ",put forward the" new generation "consumption taste and lifestyle.
As a result, the sales of Pepsi have soared. 1984, PepsiCo invested $5 million to hire pop star Michael Jackson to shoot an advertising film-which was regarded as the largest advertising campaign in history. Integrating the most popular music culture into enterprises and products, Pepsi began its music journey.
Since then, Pepsi has entered the fast lane of sales, combining music with sports. At the same time, this kind of offensive is concentrated and clear, and it is all around the "new generation", which gives a clear direction for cultural communication. At the end of World War II, the ratio of Coca-Cola to Pepsi was 3.4: 1. At 1985, the ratio becomes 1. 15: 1.
References:
Baidu encyclopedia-Pepsi cola