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A simple insight to the 2 Gigantic brands and the Malaysian market
Pepsi Vs. Cokeaka The “Cola Wars”
Beverage OriginsPEPSI COKE
Created by Pharmacist Caleb Bradham in 1890
Formula developed by John S. Pemberton in 1886
How can we tell one from the other?PEPSI COKE
Citrusy flavour burst. Fluid, fruity flavour. Fizzier in comparison to Coke.1
Raisiny-vanilla-ish flavour. Distinct sharp cola flavour. Less fizzy in comparison to Pepsi.1
Maintains bubbles in throat while consumption.2
Coke is smooth down the throat upon consumption.2
Slightly more sugar, calories and caffiene.1 Slightly more sodium.1
Soft drink of choice of the KFC fast food chain.
Soft drink of choice of the McDonald’s fast food chain.
1. Source2. Source
But they’re both Cola beverages aren’t they?
Despite these differences, most people can't tell the difference, according to a study by Samuel McClure and Read Montague: "Coke and Pepsi are special in that, while they have very similar chemical composition, people maintain strong behavioral preferences for one over the other. We initially measured these behavioral preferences objectively, by administering double-blind taste tests. Subjects split equally in their preferences for Coke and Pepsi in the absence of brand information.
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Which means – it’s a matter of personal preference
Advertising Strategy
PEPSI COKE
Electronic, Print, Social Media
Retailers, fast food chainsCelebrity Endorsements
Event tie-ins, Campaigns, Sport Sponsorship, Partnerships
Consumer Promotions
The list goes on and on as these 2 brands are gridlocked against the other…
What sets them apart?
What really matters is…
BRANDING
Here’s a test. What do you think when you think of…
MichaelJackson
Quote aboutNew Generation…
David Beckham
How about when you think about…
American Idol
Polar Bears
Santa Claus World Cup
What sets the brands apart?
• The Pepsi brand essence isn’t deeply-rooted as Coke
• Coke brands itself on what’s new, trendy• Pepsi on the other hand decided to focus on
the youth market, who would eventually ‘replace’ the mature Coke drinkers
• Whilst doing so – Coke got to keep brand values and are deeply ingrained onto consumers
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Pepsi’s Brand Personality
• Pepsi has always had a young target audience. Many of their ads were historically targeted at teens and even pre-teens and are injected with fun, sports and most often, music. Pepsi has leveraged all manner of musical celebrities over the years, from Ray Charles to Britney Spears.
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Coke’s Brand Personality
• Coca-Cola ads depict human experience in two primary ways. First, long before global branding was the trend it is today, Coca-Cola was embracing diversity. This can be clearly seen in its long-running “I’d like to buy the world a Coke” series of ads, depicting people from all over the globe joining together in Coke and song.
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Campaigns
Despite the different styles in campaign advertising. Pepsi displays a more youth targeted motto, whereas Coke has a simple and more general motto of ‘Live On The Coke Side Of Life’
Viral campaigning
You’ve heard of the term
“Don’t mix Coke with Mentos”
Have you heard of
“Don’t mix Pepsi with Mentos?”
Why not?
Social Media
1. Source
Where can I get a Pepsi in Malaysia?
• Apart from supermarkets, petrol kiosks…
Where can I get a Coke in Malaysia?
• Apart from supermarkets, petrol kiosks…
Even if you go to a…
• Chinese Kedai Kopi• Kedai Mamak• Most eateries
Most places have a higher probability of serving Coke, instead of a Pepsi
It comes to prove that…
What really matters is…(Once again)
BRANDING
When it comes to my personal preference…
• Coke’s a definite winner– Tastes better– Easily available– Eye catching adverts– More contests– Somewhat trendier
THE END
A simple insight to the Pepsi and Coke brand by Yan Lim
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