Optimism Pays Off?
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If you’re a soft drink company what do you do to keep market share high in a down economy? Let the good times roll, and put on a happy face? Well, I’m not sure, but that certainly seems like the plan for mega giants PepsiCo and Coca-Cola.
According to Pepsi, 95% of their target market (individuals born between 1980 and 1990) prefer to maintain a positive outlook on life. Additionally, those born from 1980 to 1990 (individuals referred to as "Millenials,") are confident about the remainder of 2009. (Data according to StategyOne)
With those statistics in mind, Pepsi launched a new campaign which includes a redesigned logo that looks like a smile and welcoming greetings such as: Hi, Yo, or Howdy.
Coca-Cola on the other hand, is no stranger to marketing happiness (think their early 90’s polar bear campaigns). The company is at it again, with their newest slogans: Open Happiness and The Coke Side of Life, around billboards nationwide.
As for who has it right, I guess only time will tell. For now, let’s just hope the glass is half full for both Coke and Pepsi.
By Kelley Blakewood
Super Bowl Brands: Pepsi
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PepsiCo has initiated some intense renovations since the end of its 40-year relationship with Ad agency BBDO. With several of its beverage brands undergoing facelifts, Pepsi may use Super Bowl 44 as a bit of a debutante ball.
Pepsi Cola, famous for using comical celebrity endorsements in its super bowl spots, will likely put a different spin on its ads this year. The brand seems to be borrowing a bit of President Obama’s ‘hope’ equity with a new, optimistic, “Refresh everything” theme as well as a new logo. While last year’s ad dragged Justin Timberlake across NYC, this year may employ a more inspirational theme.
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Super Bowl Brands: Pedigree
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Name: Pedigree, the third largest dog food brand owned by Mars, is widely associated with heart-warming commercials featuring dogs and puppies. The name “Pedigree” actually comes from the Old French phrase “pie du grue” meaning “crane’s foot,” which alludes to the spreading lines used in genealogical charts. Today, we directly associate the word “pedigree” with ancestral lineage.
Career Highlights: Although Pedigree spent $32 million dollars on advertising in 2007, the company has never before advertised during the Super Bowl…until now. This year, Pedigree will join the other highly publicized marketers such as PepsiCo and Anheuser-Bush with a 30 second spot and will be the first dog food company to do so during the much anticipated event.
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Super Bowl Brands: Doritos
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PepsiCo’s Frito-Lay brand, Doritos, might be on to something. With air time alone costing approximately $3million for a 30 second spot, who has the money to pay an advertising agency to make the actual commercial?
History: For the third year in a row now, Doritos has launched their “Crash the Super Bowl” contest in which regular people are able to submit homemade Doritos commercials to win a top prize of being featured during the Super Bowl. Most of the commercials from the past two years can be seen on You Tube and they are definitely worth watching.
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