For the collaborative writing project I was analysing the cola wars and the different social media campaigns from PepsiCo and Coca-Cola.
Both companies generated massive public awareness.
Coco-Cola's Expedition 206 has generated 650 million media impressions around the globe and engaged billions of people.
Pepsi's Refresh project received more than 87 million votes - compared to about 89 million for the 2010 U.S. general election.
Both companies generated massive public awareness.
Coco-Cola's Expedition 206 has generated 650 million media impressions around the globe and engaged billions of people.
Pepsi's Refresh project received more than 87 million votes - compared to about 89 million for the 2010 U.S. general election.
In terms of sales Pepsi's started to slip compared to Coca-Cola. For the first in time history Pepsi was overtook by Diet Coke as the second largest beverage brand in the U.S.
Can you think of reasons ?
Great work! To answer your question, I have no idea. I would say it probably has a lot to do with the strength of Coke's overall brand. This campaign wouldn't be alone the cause of making diet coke the second largest. I think diet coke does piggy back a lot off the parent brand.
ReplyDeleteRoss
SO you are saying coke #1, diet coke #2 and pepsi has slipped to #3. Prob more to do with the growth in less fat products. The Danish are talking up a fat tax this week and on the radio this morning they where talking of something similar in right here in Oz for soft drinks.
ReplyDeleteThe whole world is bashing the bad foods. About time!
That's huge for Coke that it has the number 1 and 2 spot! People are more health conscious around the world which might have had an impact on the sales as more people start drinking diet beverages. On the other hand, Pepsi drinkers wouldn't necessarily switch to Diet Coke.
ReplyDeleteCoke always seems to have the best advertising campaigns. Even though Pepsi brought Pepsi Max into the market way before Coke Zero was launched, Pepsi didn't manage to get the buzz around it and the product didn't sell as well. When Coke launched Zero the campaigns were massive and created huge awareness and sales.
I agree with the changing consumer behaviour towards healthy food.
ReplyDeleteBut on the other hand why is Pepsi Diet Cola still struggling.
In my opinion the two campaigns has a major difference in the content. Pepsi is doing a kind of CSR approach. Doing good for the society and donating their advertsing budget for charity projects. This created awareness but maybe not amongst the target market and also distracted from the main product.
Coca Cola's campaign message was very clear and direct: In search of happiness.
The message is clear and also targets Coca Cola's target market.