Pepsi Cola Case Study

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Pepsi Cola is one of the most popular sodas in the world, controlling over 30.8% of the carbonated soft drinks market (John Sicher, 2009), thus affirming its position as a market leader. The company has for specific reasons, changed its logo, promise and campaign. Its theme from inception when it was called “Brad’s drink” named after its creator Caleb Bradham, till date had evolved due to social and environmental changes, and the trends that have changed over time (The Pepsi Cola Story). One of the most important aspects of branding is to change and restructure according to the zeitgeist and status quo, and thus Pepsi as a brand should be given a lot of kudos for changing branding methods, slogans, and ideologies to maintain its competitive …show more content…
This became more apparent due to the brands referred name which was “Kitchen Cola”. Pepsi decided to rebrand and reposition Pepsi as a brand identifiable with the youth who were deemed to be fashionable and trendy. Again, kudos must be given to Pepsi for identifying with the spirit of the people and deploying a brand campaign that strived to put it in a more competitive position. This fact was further buttressed by the adoption of the slogan “be sociable, have a Pepsi”. The Pepsi straight bottle was also replaced by the swirling bottle to further enhance the rebranding campaign and experience (Andy, n.d.). This campaign was deemed a success especially after Russian President Nikita Khrushchev and United States President Richard Nixon were photographed enjoying the drink. This was a very tense time between the United States and Russia, and Pepsi cola capitalized on the goodwill that came from this image. The slogan “Khrushchev gets sociable” was launched to buttress this new-found goodwill. This goodwill also helped Pepsi enter the Russian market (The Pepsi Cola Story, …show more content…
These people were seen to be the first post war generation and Pepsi needed to capture their attention. They were said to be a social and unique bunch. Pepsi identified the change in trends, and yet again repositioned its brand as a premium brand for the new generation of baby boomers. Thus, the slogan “Pepsi Generation” was adopted to appeal to them (Pepsi co, 2010).
The 1970s was a period of social change, and people felt the need to be liberal and free. A movement for freedom and peace called the Hippies and Flower people emerged at the time, and this was a very influential sub group. Pepsi noted the change and capitalized on this by receiving another face-lift, and adding the slogan “join the people feeling free”. The slogan in truth captured the feelings and aspirations of the people of that era. Again, Pepsi put itself in a position to be positively identified with, and reaped huge rewards due to this

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