![]() Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. But it's now playing out on Google, YouTube, Facebook and Instagram as well as TV. That percentage has gone up steadily over the past few years and should keep doing so. Johnston said 30% of the company's ad spending is now on digital platforms. Pepsi is looking to spend more on marketing for both its soda brands as well as non-carbonated beverages like tea.Īnd Pepsi is doing so more online as well. Johnston said Pepsi increased its ad budget in the first quarter, and he noted that Coke did as well. Related: How fruit juice got boxed out of the health craze ![]() ![]() Pepsi promoted it in a Super Bowl ad with Morgan Freeman and Missy Elliott that paired with a new ad for Doritos Blaze starring Peter Dinklage of "Game of Thrones" and Busta Rhymes. Pepsi also just rolled out Mtn Dew Ice, a clear lemon-lime flavor. "Gatorade Zero is going to be a big winner," Johnston said. He said the company has particularly high hopes for its new Gatorade Zero, a version of the sports hydration drink that has no carbohydrates. There's also a new line of organic Tropicana juices for kids that have no added sweeteners or artificial flavors.īut Johnston added that other core Pepsi beverages are getting a new push as well. Pepsi also recently unveiled Tropicana Coco Blends, pineapple and peach passion fruit drinks that also have coconut water. It recently bought the US rights to Mexico's Topo Chico band. Coke is trying to gain a foothold in this market too. The sparkling water category is red hot thanks to the success of the LaCroix brand that's owned by National Beverage ( FIZZ). He pointed to the launch of the company's new bubly brand of sparkling water, for example. So how will Pepsi respond to Coke's newfound Diet Coke success? Chief financial officer Hugh Johnston said in an interview with CNNMoney that Pepsi is also working on "some things with flavors" for the core Pepsi brands, which he described as a "work in progress."īut Johnston said its "innovation strategy" - working to develop more non-soda drinks - is paying off too. Related: Diet Coke's new flavors are a big hit They not only started selling their regular drinks outside the stadiums but also sold their 5 rupee dispense drink to increase penetration.Coke recently rolled out four new Diet Coke flavors that it clearly was targeting to Millennials - things like Ginger Lime and Feisty Cherry. With Pepsi as the title sponsor and occupant of all prime positioning’s in the stadiums, Coca-Cola in IPL 7 took the war outside the stadium. Wasn’t this clever on the part of Coca Cola? 2014 IPL – Also, former Pepsi stars like Ishant Sharma were roped into its marketing advertisements by Coca Cola as the pouring partners for Kolkota Night Riders (KKR). And thus got its logo on the jerseys of a number of IPL teams. You would think that Coca Cola was outdone but Coca Cola started buying the pouring rights for IPL teams. Pepsi spent a whopping 400 Crore rupees for the title sponsorship of the biggest cricketing tournament the Indian Premium League (IPL). ![]() Many times these cola giants have tried to outdo each other. It didn’t stop there, every chance they got to ambush each other they used it and the war still continues. The idea was to take advantage of the sport that’s almost like a religion in this part of the globe. This was an outright ambush on the marketing plans of Coca Cola. Pepsi roped in cricketing stalwarts like Sachin Tendulkar, Courtney Walsh among others to be part of the campaign. Pepsi audaciously came up with a campaign ‘nothing official about it’ which caught the imagination of the audiences. Only to be given a run for its money by an innovative marketing campaign by Pepsi. Coca Cola paid a huge sum of money to get this official sponsorship. That took place across various countries of South East Asia including India. Read: Thums Up- The Phoenix of the Indian Cola industry So what actually happened at the Cricket World Cup of 1996?īack then Coca Cola was the official sponsor of the Cricket World Cup. And still continues to simmer up during every sporting event like the world cups and the IPL season in India. This war peaked during the cricket world cup of 1996. This war is going on for almost 50 years now since the time Pepsi challenged Coke’s supremacy in the cola market. Source: Al Jazeera English Coca Cola vs Pepsi – The Cricketing Case of repeated ambush marketing
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