Pepsi’s 2003 Advertising Campaign
Nowadays PepsiCo Inc. is among the most successful consumer product
companies in the world. It divides into two major domestic and
international businesses, beverages and snack foods. In order to
attract the broadest number of customers, advertising plays a
significant role. In this essay, the advertising campaign of Pepsi in
2003, which was unveiled not only on TV, but outdoor advertising as
well, will be analyzed. The aim for this campaign is about combine
consumption of food and Pepsi. A general picture of this advertising
campaign will be given at first. After that, more details will be
given by how that campaign has been presented, what the main message
is from that campaign and who the intended audience is. Moreover,
information will be given about how the media and other elements of
the advertisement affect the whole advertising campaign to persuade
customers.
When “Joy of Pepsi” was replaced by “Pepsi: It’s the Cola” in 2003,
this was a new advertising campaign with the most recognizable
taglines of popular culture. This new campaign highlights “the popular
soft drink that goes with everything from food to fun” (Pepsi, 2003).
Pepsi spent approximately 60% of their marketing funds on advertising
in media outlets including broadcast, magazine print, outdoor,
Internet and radio, “which it uses to target the teen demographic as
part of its youthful brand image” (Korolishin, 2005). In this campaign
for which the original version was “The Joy of Cola”, Pepsi unveiled
three TV commercials as well as initial outdoor advertising using
attractive pictures, particular words and famous stars.
...
... middle of paper ...
...5967470
Dibb, Simkin, Pride & Ferrell, MARKETING: CONCEPTS AND STRATEGIES, 4th
Edition, n.d
http://users.wbs.warwick.ac.uk/dibb_simkin/student/glossary/ch16.html
Fowles, Jill, 1996, ‘Deciphering advertisements’, in Advertising and
popular culture, London, Sage, pages 167-183
Maitland, Iain, 1998, The Small Business Marketing Handbook, Cassell,
New York
Korolishin, Jennifer, 2005, ‘2005 Beverage advertising preview’,
Beverage Industry, Jan2005, Vol. 96 Issue 1, p38, 1p, 1c
http://search.epnet.com/login.aspx?direct=true&db=buh&an=12620480
PEPSI, ‘ADS & HISTORY – Highlights’, in PEPSI WORLD, 2005
http://www.pepsi.com/help/faqs/faq.php?category=ads_adn_history&page=highlights
---------------------------------------------------------------------
[1] BBDO is Pepsi’s longtime advertising agency.
Yet this “Oreo Cookie” commercial is perhaps the most remarkable. First, she twists the cookie apart and then, this cute little girl with her hair in pigtails proceeds to dunk the cookie in a tall glass of milk, submerging her entire hand. The camera then shifts to show the child’s grandfather eating the cookie in the same manner. This advertisement aims at leading audiences to reminisce of the simple pleasures of their childhood, like enjoying a cookie.
An effective advertisement is able to persuade its viewers by providing informative facts about a brand that help create a sense of liking, which will enhance certain attitudes and feelings about the brand from the target audience. If an advertisement is effective it will be able to persuade its target audience. The persuasive appeals used in the Bud Light Party advertisement are source likeability, humor appeal, and appeal to broad cultural values, specifically patriotism. This paper will analyze how these three persuasive appeals can make an advertisement successful by grabbing the attention of its target audience, the millennial generation, making them more likely to have purchase intentions due a connection made between the advertisement
There have been many discussions over the course of this principles of literature class that talk about theme, structure, and the plot of the story. Fiction has been one of the main genres that have been analyzed in this course too. Likewise, in Edgar Allan Poe’s, “The Black Cat”, the plot, structure, and the different themes can provide for a unique discussion in class, which is why it should be included in this course.
Beverage giant Coca-Cola wants to get a little love for its iconic cola drink from the upscale consumer set, so its decided to create and test-market a sleek set of contoured aluminum bottles for its flagship Coke brand. Yes, we said aluminum bottles.
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
Kids are joyfully raising mini Canadian flags, with the waving plastic covering their painted red and white faces. They wildly dance in front of the backdrops of cheering adults. Through the TV screen, I see many fellow Canadian’s proudly supporting our country, their booming cheers expressing how much Canada means to them. I jumped back on my sinking couch, watching the elevating rally with my family. I opened my Pepsi listening to the rising bubbles and put in next to the array of Pepsi’s on the coffee table. My mother and brother debate on a topic I fail to listen to, and my dad’s eyes being locked to his phone. The news channel keeps playing for the majority of my family, they won’t let me change the channel let alone touch the remote.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
Since neither of the products created the measurable sales and market share increase Pepsi needed, PepsiCo International (PCI) executives conceived of a plan to create a new tagline and re-brand all existing Pepsi products, signage, advertising materials and in-store display units. The executives envisioned a simultaneous, global campaign that would create stronger brand equity and resonance in the consumer consciousness.
Back then, Coca Cola was a nerve tonic. Yet, Coca Cola is the most popular soft drink of our time, how could this be? Well, you shall soon find out since the origins, until the current times. You will be taught how “Pemberton’s French Wine Coca” also known today as Coca Cola, became so popular and many fats you may have never heard of before! This phenomenon started in 1884..
Pepsi was introduced in 1893 by Caleb Bradham as “Brads Drink” which then was renamed to “Pepsi Cola” in 1898. There wasn’t many options for advertising in this era due television not being introduced into households till the late 1900’s. One of the first Pepsi Cola advertisements was a black and while flyer that had a few characters laughing and read “Whoope!!! Zoom!! Drink Pepsi-Cola” at an advertisement from Pepsi, the have bright blue, red, and white colors that pop and are eye catching. Comparing this ad with a current ad and modern technology, you can see that Pepsi’s marketing and advertising techniques have come a long way. Reviewing a recent Pepsi advertisement, you can see that they have made groundbreaking changes to their branding techniques. First I will I will note that their choices in colors (red, blue, and white) for their brand are not only eye popping, but in a way symbolize the colors of America. I am not sure if this was their intent but it sure does standout. Next, there slogan in the ad states “Help Kick Off The Pepsi Super Bowl Halftime Show”, this ad targets a very large group people because its directly relating to one of the biggest sports event which is Super
Everyone enjoys a taste of fizzyness in their mouths, in other words, soft drinks, which are also known as “soda, pop, coke, soda pop or fizzy drink”, is a beverage that contains water, not always carbonated, it also contains sweetner as well as a flavoring agent. sweetner used in these drinks may be sugar, high-fructose corn syrup, fruit juice, in case of diet drinks it may have sugar substitues and a combination of all of these. Soft drinks may also contain caffine, colorings, preservatives and “other ingredients”.The high demand of soft drinks made me look into it and the company I chose to focus on for my case study is Coca-Cola. The reason I chose this company is because I find the logo and the font it uses quite intruiging. The curving of each of the letters used in the logo relate closely to the movement of art nouveau and for some of the background of the logo, it closely fits in with art deco as a movement. The simplicity of the logo appealed to me and as a result I chose to make Coca-Cola as my focal point. It is quite interesting as to how the brand had once started off and where it has come to now.
“How Advertising Has Changed Over The Years.” Locker Gnome, Bradley Bradwell. 6 January 2008. Web. 4 October 2009.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.