Pepsi, Coca Cola, One, Two, Three!
Debates 🗣 have always been a relevant and suitable activity to perform in case the mood during group gatherings turns a tad boring 🥱 just like any period of history.
Why? Because it is always fun to force your opinion on some innocent 😇 soul who happens to be standing in the corner quietly with an almost black coloured soft drink in their hands. Once you learn that they have been drinking Pepsi during the whole little party 🎉 taking place, that is when you freak out. Because “How can you drink that? Coke is a hundred times better than Pepsi.”
This is the exact and epic moment when every breathing human in the room starts to freak out 😱 and screams the phrases of why their preferred brand is better, although most of the time nobody gives you rational 🧠 reasons as they are too busy judging you based on your favourite soda 🥤.
Alongside all the screaming chaos and throat slicing 🔪 threats, an individual, who just graduated college with a marketing degree, stands up and suggests one of the theories on why some people become loyal 🤝 to a specific brand, while others feel connected with another brand - mostly competing ones.
Majority of companies strive to build 🧱 a brand which would not only go global, but also make people all over the world 🌎 excited, connected and even obsessed. This is where Coca Cola’s marketing strategy kicks the door open and launches campaigns that involve attachment 🖇 of company’s values to practical emotions shown by the customers.
Coca Cola implements its emotional branding campaigns in a way that would trigger emotional touch in the minds and hearts ❤️ of the consumer, with a sense of belonging and loyalty. As simple as it may sound, the company aims to create a smile 😊, even a subtle one, as an individual watches their ads.
Most popular campaigns of the brand include and are not limited to “Share a Coke - Share a feeling”, “Open Happiness”, “Taste the Feeling”, “Hug me”, etc. Coca Cola designs its advertising messages ✉️ in a way that would make the content go viral, targeting 🎯 wider demographics of adults, young adults, and children. The idea of friendship, love, and kindness have become key 🔑 targets that the brand hits, simply promoting the audience to drink coke and just have fun.
To simplify, the means of building a loyal and long-lasting relationship, Coca Cola focuses 👁 on connecting with the customers on a more intimate and personal level and promoting 📣 emotional attachment. Not only that, the brand also focuses on personalising products in order to be closer to the consumers and using motivational call 📞 to action tactics.
On the other hand, there is Pepsi. Some will debate that it tastes 👅 better than Coca Cola. However, the brand stands no chance next to its main competitor when it comes to emotional 🥺 marketing. While Coca Cola restrains itself to include celebrities or any kind of socially popular ⭐️ individual in its advertising videos, Pepsi is all about displaying influencers.
Pepsi has a rich history 📚 in celebrity endorsement that includes professional athletes and pop stars, now growing to be impacting bigger audiences 👥 through collaborating with social media influencers. The list of Pepsi celebrity endorsers comprises Michael Jackson, Madonna, Ray Charles, Beyonce, Britney Spears, Kendall Jenner, etc.
So, which do you prefer - Coca Cola or Pepsi? Let us know in the comments below 👇👇👇😎!
Reference:
Gevorgyan, L. 2018, April 25. Marketing Strategies of Coca Cola and Pepsi: Which one is better?. Medium.
