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.

1. Source

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

1. Source

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.

1. Source

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.

1. Source

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