A carbonated soft drink produced by PepsiCo is called Pepsi. Caleb Bradham first invented and produced Brad’s Drink in 1893. Pepsi-Cola was later added in 1898, and Pepsi was finally dropped in 1961. Caleb Bradham created Pepsi in 1893 under the name “Brad’s Drink,” and he first offered it for sale in New Bern, North Carolina, at his drugstore. Sugar and vanilla were other components of the original recipe. Bradham aimed to produce a tasty fountain beverage that would improve energy and digestion.
Following the release of a 12-ounce bottle in 1934, Pepsi became more well-known throughout the Great Depression. Before that, 6.5-ounce servings of Pepsi and Coca-beverages Cola’s cost roughly $0.05 each bottle. With the help of a radio advertising campaign that featured the well-known jingle “Nickel, Nickel,” which was initially performed by the Tune Twisters in 1940, Pepsi urged price-conscious consumers to double the amount their nickels could buy. A looping arrangement of the jingle results in an endless melody.
Advertising Techniques for Pepsi
1.Initial Branding Efforts
Seven years after Coca-Cola first entered the market, Pepsi had already built a strong reputation. It was necessary for Pepsi to create a distinctive brand image.
History would later prove that this process was not simple, and before arriving on the current logo, they went through a number of others. To stand out from the competition and position itself as “the new soda on the block,” Pepsi developed fresh jingles and slogans.
“You have a lot to live,” reads their catchphrase. A new, young brand voice developed the phrase “Pepsi’s got a lot to give.” Coca-Cola was gently shown as an outmoded brand by Pepsi’s edgy marketing tactics.
2.Sponsorships And Endorsements
It goes without saying that Pepsi’s marketing plan makes use of corporate sponsorships and celebrity endorsements to advertise their product. In actuality, Pepsi holds the exclusive rights to the annual Super Bowl half-time show, which attracts about 100 million viewers.
Since 2015, Pepsi has also supported the NBA as a major sponsor and has continued to do so. In 2017, PepsiCo even signed on as the league’s sponsor. In 1983, Pepsi signed Michael Jackson as their first celebrity endorser to appear in their “New Generation” advertising campaign. He established the soda as the beverage of a new, younger generation and attracted a lot of attention to the brand.
Later on, celebrities like Britney Spears, Cindy Crawford, and Beyonce would adopt the strategy and work with PepsiCo.
3. Using social media positively
Pepsi collaborated with China Women’s Development Foundation to mark Chinese New Year and highlight family values. Their “Bring Home Happiness” campaign was developed by them jointly in 2014.
A charity programme supported by interactive social media platforms, a mini-movie, and celebrity endorsements made up this campaign.
Users in China had the chance to share their own family-focused videos on the well-known social media sites Weibo and WeChat. The video campaign exhorted viewers to enjoy the holiday with their families more and post pictures of it on social media.
The brand was able to reach a sizable audience thanks to the inclusion of this campaign in Pepsi’s marketing plan. A total of 1.2 billion people watched the campaign’s over 15 million social media videos.
4. Learning from Mistakes
The empire that is PepsiCo today wasn’t always there. The business experienced two bankruptcies in its early years. Fortunately, they were able to recover and come up with some very outstanding advertisements. But not every effort had the desired outcome.
At the height of the clear soda craze in 1992, Crystal Pepsi made its debut. Sadly, Pepsi removed the item from shop shelves in 1994. Some claim that poor public relations contributed to the failure. Customers rejected the merchandise because they didn’t know why the colour had been changed.Some people think that Coca-Cola’s simultaneous release of Tab Clear and Crystal Pepsi had something to do with the Crystal Pepsi failure. The two products were in direct competition with one another, which was harmful to both of them.
However, Pepsi declared in 2022 that it would be reintroducing Crystal Pepsi to mark the beverage’s 30th anniversary. However, stores didn’t yet carry the beverage.