Pepsi

Marlboro Shows The Way Forward For Pepsi Brand Strategy

Soda pop consumption in the U.S. has fallen for the 8th straight year, dropping by 1.2% in 2012 to its lowest level since 1987. First lady Michelle Obama is leading a national charge to get kids to stop drinking it, and New York Mayor Michael Bloomberg wants to limit consumption legislatively. Alternatives to soda are cranking on as many sales cylinders as there are flavor options, from sports drinks and flavored waters, to energy drinks and teas.

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Facebook Engagement Case Study: Coca Cola v Pepsi

Guest Post by: Jo Stratmann

Having already looked at the Facebook engagement and content strategy of two large rival consumer brands (Unilever’s AXE v P&G’s Old Spice) we thought it would be interesting to use social analytics tool Socialbakers to look at the engagement levels for another two rival consumer giants – Coca-Cola and Pepsi.

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A Bubbling Crisis

Coke reportedly took more than 6% of its UK ad budget last year and put it into social media campaigns. Sales across Europe declined 1%, though its take-home sales in the UK were up 8.3% (Britain's best-selling brand, according to The Grocer magazine).

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When Meaning Is Meaningless

Pepsi is so happy with its "Refresh Project" social media marketing campaign that it has renewed funding for 2011 and will expand it to the rest of the world. This year it will give away $20 million to the good works projects that win the most supportive votes from consumers, representing "true democratization of the philanthropic process," according to a company spokesman.

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Gifting as Branding: How Coke & Pepsi Use Social Media

Coke & Pepsi are very active in social media and I think their hard work is helping to build up a “trust bank” with their audience. As has been widely reported, Pepsi took their Superbowl ad budget and instead of creating a set of iconic commercials they launched their “Refresh Everything” campaign, in which they asked their audience to come up with ideas to “refresh the world”, in the categories of health, the planet, art & culture, food & shelter, neighborhoods and education. 

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Squeaky Wheel Marketing

After Pepsi's announcement earlier this week that it would stop selling the full-leaded version of its soda pop in schools around the world, I was quoted in USAToday saying that I'm cynical about its purpose (the company doesn't really sell much in schools globally anyway) and doubtful of the connection to its sales strategy (so we should celebrate its retreat from selling sweet beverages by...buying more sweet beverages?).

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Pepsi's Brilliant Branding

by: Jonathan Salem Baskin

No, not its inane brand image campaign and logo nonsense. I'm talking about its announced intention to spend $6 billion to take control of its bottling and distribution operations. I think it is the smartest branding move the company has made in recent memory.

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Advertising Is Simple. It All Comes Down to Three Things: Sex, Hope and Baby. It Is Not the 'What', but the 'How'.

by: Idris Mootee

Let’s be happy is the global theme of the year. At least most of the ads will be trying to do that. It is starting with the Coca Cola launching a new marketing campaign with tagline "Open Happiness." Both Coke and Pepsi at the same time are launching big new campaigns and big marketing blitzes behind their flagship colas, we are seeing a Cola war in the making. Not a bad thing for this economy.

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Serious Games: Branding Instead Of Playing

by: Eliane Alhadeff

Via: Muskedunder Interactive - Prolonging The Time A Consumer Is Willing To Spend With A Brand

Muskedunder Interactive is a Swedish Flash game studio. Their development is focused on browser games with no need for download or installation.

Games becoming stable platforms for marketers

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Pepsi: Irrational Effervescence?

by: Jonathan Salem Baskin

Last week, Pepsi announced almost a 10% decrease in its third-quarter income, and warned that the year wouldn't be as bubbly as once thought. Coke delivered better results, crediting its sales overseas (and favorable currency exchange rates). Both firms aren't convincingly happy about the outlook for 2009.

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