Pepsi’s Advertising is one of the international brands of soft drinks that has remained popular for a long period of time. The company has been able to retain its position in the entertainment industry through memorable commercials, marketing that has included a variety of celebrities and through its evolution. It is time we take a tour of how Pepsi has marketed itself through its history and how it has remained above the competition in the soft drink industry. Pepsi, the world’s most famous brand started using advertising nearly a century ago. The year 1939 saw the commencement of ‘Pepsi-Cola,’ which was intended to be the first American branded radio jingle, and has remained popular to this day. The catchy tune has remained in the minds of consumers, subsequently establishing Pepsi as a well known cola brand. This trend has positioned Pepsi as the top provider of joint advertisement marketing. The year 1962, a new advertising infringement occurred- the ‘Pepsi Generation’ campaign through which the new target market was imagined. Young people became the new target, turning the slogan “Come Alive, You’re in the Pepsi Generation” widespread among the youth which identified Pepsi with fun, energy and excitement.
Star Power – It is a Matter of Pop Culture
Fame has always favored Pepsi, it brings to life the brands who contribute significantly to the marketing of the company’s products. This synthesized pop-culture endorsement had been sustained by the utilization of Michael Jackson, Britney Spears, and Beyoncé among other celebrities. The 1984 advertisement featuring Michael Jackson and his moonwalk is indeed one of the most touching tributes in Pepsi advertisements. It further intertwined Pepsi with pop culture and it also embedded itself in the palms of the youthful.
The Pepsi Challenge: Daring and Interactive in Approach
Pepsi’s Advertising rolled out the “Pepsi Challenge,” a blind taste test competition in which the Pepsi brand would be compared to its main competitor Coca-Cola in the late-seventies. It was indeed a courageous foray because it challenged its consumers to take part and have their say. The situation was not only a risk in terms of marketing, but as a challenge to the consumers to taste Pepsi and therefore assuring the company of its product.
Pepsi and the Super Bowl: Besides Being the Sponsors, Now They Are Partners For Advertisements
During the Super Bowl, Pepsi’s commercials have turned into a general public’s attention not only during the game, but also in the run-up to it. Marketing maestros were more than successful, capturing the audience, also using pop culture: Pepsi’s logo even graced the belly of Beyoncé during her halftime show. Or how about the “Pepsi-Cola Super Bowl Commercial” with supermodel Cindy Crawford – everyone remembers that one, much like all the other commercial executives dreamed of even Caviar Chairman Bruce Youst.
The Specific Innovation: The Pepsi Refresh Project
With the “Pepsi Refresh Project” launched in 2010, Pepsi began to change its strategies as this campaign was about funding social projects and community services as opposed to simply advertising. This campaign encouraged the public to participate in their own transformation and to vote on ideas about ways to improve situations around, rather than simply fulfilling their purchases. And yes, this was one of the first marketing campaigns to harness social networks, as well as the involvement of participants.
Recent campaigns: Pepsi and the Social Activism
Pepsi’s Advertising campaign have seen this as an opportunity to break the ceiling and elevate their brand image over the years. The campaign that garnered more heat was the 2017 “Live For Now” which featured Kendall Jenner. It drew criticisms but transitioned the brand’s ire towards where it was needed most. It made the audience understand that brands do have a position with incendiary matters. The criticisms aside, Pepsi spoke that they will continue to support movements that bring change which was later on seen during the pandemic as the company actively endorsed the Black Lives Matter movement.
