Pepsi Marketing Case Study Chapter 14

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1. Consider PepsiCo’s advertising throughout its history. Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’s brand image? Through all the year they are having slogans about new generation and changing the world. New generation is young generation and Pepsi is for young people or for those who are thinking young. New generation is a choice. I can see expression new generation mentioned a lot of times (1964–1967: "Come Alive, You're in the Pepsi Generation", 1984–1991: "Pepsi. The Choice of a New Generation",

1984–1988: "Diet Pepsi. The Choice of a New Generation",
1988–1989: "Diet Pepsi. The Taste That's Generations Ahead", 1997–1998: "Generation Next" (with the Spice Girls),
2009–present: "Refresh Everything"/"Every Generation Refreshes the World"). You can become more alive if you drink Pepsi. They are talking a lot about the choice (1984–1991: "Pepsi. The Choice of a New Generation", 1984–1988: "Diet Pepsi. The Choice of a New Generation",

1990–1991: "Yehi hai right choice Baby UH HUH" (meaning "This is the right choice Baby UH HUH"), 1992:"The Choice Is Yours").
Also the word change is often used in their slogan
(1996:"Change The Script",
2002: "Change the World" ,
2010–present "Pepsi. Sarap Magbago." (Philippines – meaning "It’s nice to change"), 2010–2011 "Badal Do Zamana" (Urdu – meaning "Change The World" by CALL), 2011–present: "Change the game").
The last world that they are using in recent years is refresh (2009–present: "Refresh Everything"/"Every Generation Refreshes the World", 2009–present: "Refresca tu Mundo" (Spanish – meaning "Refresh your world"), 2010–present: "Every Pepsi Refreshes The World"). And also Pepsi Refresh Project. PepsiCo is giving their message at the point of the purchase. Logo is written on cans, bottles and multipacks. Pepsi logo: a large circle with swath of red, white, and blue. That symbol replaces any “o” in Pepsi’s package and...
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