An evaluation of the effects of a global advertising campaign Advertising is a general method used by many companies and organizations all over the world. Those organizations or companies use advertising in order to increase selling of the company goods as well as services. More than one hundreds of ads are publicized throughout the mass media such as television, newspaper, radio, billboards as well as the internet. These channels are major tools that we use and see in everyday life. Nevertheless, not many products will be successful, nor become remembrance for everyone. However, PEPSI advertisings are different. This is because most of their customers have brand loyalty which probably the key to the company success. Hence, this report will evaluate the effects of a global advertising campaign of PEPSI Company that has made PEPSI to become one of the most successful brands in the world.
History of Pepsi advertising
There are many advertisings campaign of Pepsi which have been achieved and be successful. For example, in 1995, “Nothing Else Is a Pepsi” advertising campaign was a campaign which had the highest popularity ratings and won at the prestigious Cannes Advertising Festival. As a result, this campaign had affected as the “Choice of a New Generation” in 195 countries around the world (PepsiCo, Inc, 2008). Moreover, “Joy of Pepsi” campaign was also very famous and be successful in 2001. For example, PepsiCo brought Britney Spears who is the star in blockbuster that come to be the actor in Pepsi commercial that breaks during the Academy Awards. As a result, there are many fans of Britney Spears about 2 million come to click to see the spot debuts online of Britney’s own version of the “Joy of Pepsi”. These are just some examples ad campaign of Pepsi. However, there are other ad campaigns which has achieved and be successful as "Generation Next" and "Pepsi. It's the Cola” (PepsiCo, Inc, 2008).
The example of strategy in Pepsi advertisement
In Pepsi world 2000, the Pepsi cooperation is regarding to Pepsi is not only has a good taste but also offer good times to drinkers as well. The advertisement of Pepsi is very effective as it has a high quality product with strong connections to popular entertainment. The consumer is left to infer that drinking Pepsi has other advantage besides the taste of the cola. This strategy can be appealed the emotional desire of the consumer for entertainment and enjoyment. In a part of pictured in big and bold blues and reds, the ad introduces viewer links to concerts, games, music as well as movies. The assist of the warrant is indicated by the consumer’s belief that the ad is not telling lie and it can show that Pepsi can offer free merchandise and sound clips. Therefore, the advertisements are very efficient in presenting the Pepsi cooperation as creative organization as well as an innovative (Ray, n.d.)
In January 2007, Pepsi-Cola found a new way to reach to consumer by difference way and never did it before. Pepsi connected with consumers through out a global brand restyle as “a 360 degree marketing campaign of Pepsi can be responded all around the world on any media such as in print, packaging, radio, online and television. It is not only package look different but also it is different of Pepsi bottles, cans and cups (Bradley, 2007). Therefore, Pepsi’s global brand restyle will be show up in new ad campaigns.
From the research, PepsiCo Inc, move to target to Chinese consumer, this is because there are more thousands answering its call to develop TV ad for mainland audiences. As the consumers are often using the internet to develop content, so, Pepsi’s push taps into a global teenager trend of creation and individual express (Atifa, 2006).
Table 1: Market Segmentation Variables
Teenagers, and young adults
Male and Female
Student and worker
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