Compare And Contrast Coca Cola And Pepsi

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Soft drinks hold fifty-one percent of the total beverage market, and for years, Coca-Cola and Pepsi companies have been the two leading and competing companies in that market. Each of the companies has been competing to outshine the other by gaining the largest market share in the beverage market with an annual value of over thirty billion dollars. While both companies were invented in the late eighteen hundreds by pharmacists, and strove to promote the idea of sociability and happiness, the two associations have managed to follow different paths. A pharmacist, by the name of John Pemberton fought in the Civil War. During the war, Pemberton decided that he wanted to invent a product that would make him a commercial success. Once the war ended, …show more content…
For the most part, Pepsi has remained with its high energy, music and comedy driven strategies, while Coke can be seen constantly gravitating towards the emotional side of branding. For example, long before global branding was a dominant trend, Coca-Cola was embracing diversity. The series of ads, “I’d like to buy the world a coke” portrayed people from all over the world joining together. Throughout the years, Coke has also kept a strong emphasis on families, with the use of their classic polar bear mascots. While, Pepsi aims directly at the children, Coca Cola seems to target the mothers and fathers. Coca Cola’s use of emotional appeal, makes Coke something that the whole family desires as well as something that can be considered a part of the family’s life …show more content…
For example, Pepsi announced its launching of its integrated digital ad campaign with Microsoft in celebration of the 2010 football summer. The campaign was organized in 14 different places worldwide, and targeted international football fanatics. The campaign featured eight of the international soccer stars including Drogba, Messi, Kaka, and Arshavin among others. With a campaign like this, Pepsi was able to reach a large number of the world 's population, especially the young adults who are soccer fanatics. Moreover, Pepsi partnered with TV networks that were deemed popular and that had been placing commercials strategically in order to try and improve their relationship with its audience. Regardless of Pepsi and Coca-Cola’s obvious similarities, a comparison of the history, branding, and campaigns of Coca-Cola and Pepsi show some clear differences between the two. For instance, Coca-Cola kept the same name and original script, unlike Pepsi who underwent many name changes and logo modifications. Also, Coca-Cola remains a classic, family and holiday oriented beverage, while Pepsi continues to make strides toward representing a new age, pop culture

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