From my research on Pepsi's advertising, I found many books, online articles, magazines, and academic journals that breaks down and analysis Pepsi's marketing techniques and what caused or generated the idea for the company to make that specific ad or commercial. I also found many of Pepsi advertising related to the music industry. They create more viewers when they are able to feature music from famous musicians, like Beyonce, Michael Jackson, and Nicki Minaj. I found an article by Gabriel Beltrone, “Pepsi Going for More Speed, Less Data in Music Marketing”. Gabriel Beltrone explains how the Pepsi Company plans out their marketing. Bozoma Saint John is Pepsi’s head of music and entertainment marketing. Saint John explains that each Pepsi advertisement is for the moment, once there is a moment that can be used for marketing, featuring music or some other sort of entertainment, it will create a convenient advertisement appeal to the intended audience for that ad. Saint John explains that once the moment is gone, the ad has become irrelevant. This article by Gabriel Beltrone is beneficial for research on the Pepsi Company, because this article gives an inside look at the steps and procedures that take place when the Pepsi Company creates new ideas for advertising.
The Future of Advertising by Joe Cappo gives a provocative analysis in recent changes of major companies, including the Pepsi Company, in newer and recent generations. Cappo examines the continuous impact of advertising through cable television, direct marketing, and on the Internet, compared to older media advertising. Mr. Cappo writes how these big companies are adapting to, and greatly thriving in the challenge of this new environment of advertising. The Future of Advertising uses the Pepsi Company as an example of how they adapt to the new means of marketing. Cappo states that other than the uses of commercials and advertisements, Pepsi gets media spotlight through the use of sponsorship. He uses the Pepsi Center in Denver for an example of the company’s sponsorship (278). The author says that along with providing a center for the NBA’s Denver Nuggets, and the NHL’s Colorado Avalanche, and other events, the company only supplies PepsiCo based products, such as Pepsi-Cola, Frito-Lay Tropicana, and Quaker Oats and having the right to only sell their products. Cappo also gives an example of when the Pepsi Company, in the 1980s, paid millions to sponsor Michael Jackson’s concerts and everything sold had Pepsi’s name on it somewhere. This book gives a great analysis of how much Pepsi has changed their advertising techniques and strategies over the years and different ways for getting their company’s name known worldwide.
The Other Guy Blinked: How Pepsi Won the Cola Wars is a book by Robert Enrico, and Jesse Kornbluth. Robert Enrico served as president of the Pepsi Company in 1983. From 1996 to 2001 Enrico served as CEO of the Pepsi Company. Jesse Kornbluth is a prolific magazine journalist. The Other Guy Blinked discusses how Enrico and his team launched the first popular series of campaign that has carried Pepsi Company through the 80s till today. The two authors talk about their main celebrity endorsement that made the Pepsi Company’s campaign strong, Michael Jackson (121). The book also describes Enrico’s crazy risk taking, which he calls “leadership marketing”. After Enrico and his team had such a big success, the Coca-Cola Company also created a new management team, where the Coke Company changed their secret formula and launched the “New Cola” in 1985. The Coca-Cola Company created a heated race against Pepsi Company for the cola supremacy (Enrico, Kornbluth 76). The book Pepsi Company because it will give a deeper look to the marketing and branding competition between Pepsi and Coca-Cola. Enrico and Kornbluth provides the information needed to understand the Pepsi Company’s decision for each campaign commercial and advertisement. The book will also provide history into the Pepsi Company and how their advertising techniques and corporate identity has changed over the years.
This online article by Paulo Gabriel examines and compares the past of Pepsi and Coca-Cola’s slogan use. The articles gives great detail on how each competing company fought to make each other’s product more recognizable. Gabriel looks keenly at Pepsi Company and the Coca-Cola Company ads to see exactly what each company were compelled to do in order to have their success. Paulo Gabriel goes in deep detail about the strategies of each company’s advertising and commercial techniques. Coca-Cola keeps their commercial in a traditional style, which they have kept from their beginning. The Coca-Cola Company advertises their product based off quality and an ethos perspective, constructing their ads off emotion and happiness. On the other hand, Gabriel states that the Pepsi Company uses no type of emotion in the ads and/or commercials( 72). Pepsi tends to largely use celebrity endorsements and other popular features that can appeal to audiences (Gabriel 102). Gabriel states that Pepsi is only interested in selling their product in the best way that they can, not to have any emotional attachment. This article gives a great time line and analysis of what each company represents when they create their commercials and advertisements which will help make the research on Pepsi’s advertising more understandable in what the company intends to represent and what they want their audiences to know when buying their product.
The Future of Advertising by Joe Cappo gives a provocative analysis in recent changes of major companies, including the Pepsi Company, in newer and recent generations. Cappo examines the continuous impact of advertising through cable television, direct marketing, and on the Internet, compared to older media advertising. Mr. Cappo writes how these big companies are adapting to, and greatly thriving in the challenge of this new environment of advertising. The Future of Advertising uses the Pepsi Company as an example of how they adapt to the new means of marketing. Cappo states that other than the uses of commercials and advertisements, Pepsi gets media spotlight through the use of sponsorship. He uses the Pepsi Center in Denver for an example of the company’s sponsorship (278). The author says that along with providing a center for the NBA’s Denver Nuggets, and the NHL’s Colorado Avalanche, and other events, the company only supplies PepsiCo based products, such as Pepsi-Cola, Frito-Lay Tropicana, and Quaker Oats and having the right to only sell their products. Cappo also gives an example of when the Pepsi Company, in the 1980s, paid millions to sponsor Michael Jackson’s concerts and everything sold had Pepsi’s name on it somewhere. This book gives a great analysis of how much Pepsi has changed their advertising techniques and strategies over the years and different ways for getting their company’s name known worldwide.
The Other Guy Blinked: How Pepsi Won the Cola Wars is a book by Robert Enrico, and Jesse Kornbluth. Robert Enrico served as president of the Pepsi Company in 1983. From 1996 to 2001 Enrico served as CEO of the Pepsi Company. Jesse Kornbluth is a prolific magazine journalist. The Other Guy Blinked discusses how Enrico and his team launched the first popular series of campaign that has carried Pepsi Company through the 80s till today. The two authors talk about their main celebrity endorsement that made the Pepsi Company’s campaign strong, Michael Jackson (121). The book also describes Enrico’s crazy risk taking, which he calls “leadership marketing”. After Enrico and his team had such a big success, the Coca-Cola Company also created a new management team, where the Coke Company changed their secret formula and launched the “New Cola” in 1985. The Coca-Cola Company created a heated race against Pepsi Company for the cola supremacy (Enrico, Kornbluth 76). The book Pepsi Company because it will give a deeper look to the marketing and branding competition between Pepsi and Coca-Cola. Enrico and Kornbluth provides the information needed to understand the Pepsi Company’s decision for each campaign commercial and advertisement. The book will also provide history into the Pepsi Company and how their advertising techniques and corporate identity has changed over the years.
This online article by Paulo Gabriel examines and compares the past of Pepsi and Coca-Cola’s slogan use. The articles gives great detail on how each competing company fought to make each other’s product more recognizable. Gabriel looks keenly at Pepsi Company and the Coca-Cola Company ads to see exactly what each company were compelled to do in order to have their success. Paulo Gabriel goes in deep detail about the strategies of each company’s advertising and commercial techniques. Coca-Cola keeps their commercial in a traditional style, which they have kept from their beginning. The Coca-Cola Company advertises their product based off quality and an ethos perspective, constructing their ads off emotion and happiness. On the other hand, Gabriel states that the Pepsi Company uses no type of emotion in the ads and/or commercials( 72). Pepsi tends to largely use celebrity endorsements and other popular features that can appeal to audiences (Gabriel 102). Gabriel states that Pepsi is only interested in selling their product in the best way that they can, not to have any emotional attachment. This article gives a great time line and analysis of what each company represents when they create their commercials and advertisements which will help make the research on Pepsi’s advertising more understandable in what the company intends to represent and what they want their audiences to know when buying their product.
Louis and Yazijian trace the use of power, business strategies, and the forceful personalities of both the Pepsi Company and the Coca-Cola Company. Both authors trace back to the beginning of each company, and how they manage to create image manipulation and promotional techniques. In the book, both authors explain how both companies used politics to advertise their product, and how the political effect on the Pepsi Company and Coca-Cola Company had influenced their foreign and domestic policies. The authors gives a good political look on Pepsi Company’s advertising by demonstrating the company’s corporate identity and political influence. This book with helped with understanding Pepsi's marketing by giving more depth in explaining why Pepsi had a specific slogan or marketing awareness for their product, and to use for showing how much Pepsi has developed to become the successful cola drink that it is today.
Radic talks about the Saudi Arabian design studio, Design Boutique that has reimagined the Pepsi Company as a stronger and bolder brand. Radic explains how Design Boutique has created the complete visual and corporate identity of the company, by using featured music and a slogan that appeals to an audience that enjoys music and the inspirational slogan. Recently when Pepsi updated their logo, Design Boutique thought that Pepsi did not have much of a change from the years before. The designing studio decided to make their logo and advertising more 3D moving away from the regular 2D. They did this by playing around with the shapes and shadows. The design studio created the new slogan, “Don’t Stop” to make the company seem more inspirational and uplifting. Pepsi featured music, people playing sports and fantasizing about their future. This resource can be used in the proposed research to give a thorough understanding and an inside look at specifics of what the company looks at to get their new slogans, advertisements, and commercials for the year.
James Twitchell is an author and former English professor. Adcult USA discusses how the use of commercials and advertisements from sponsors became a torrent in America’s culture. The author points out the notion that people like to be advertised to. Twitchell explains how advertisements can create artificial desires and unnecessary wants. James B. Twitchell discusses his idea of advertising being a part of American culture, and advertising will never die out but will continue to prosper in America’s reason-making system of buying. This book was good on the Pepsi Company's advertising techniques, because the book explains many different commercials and advertisements by Pepsi Company, and the reason and analysis behind each commercial by Pepsi. Twitchell goes into deep meaning and logics behind most of Pepsi Company’s advertising. Twitchell points out in the book that the Pepsi company started to use athletes in their marketing for the athletes’ appeal to people who admire them, like Shaquille O’Neil and Michael Jordan (436). In one of the commercial with Shaquille O’Neil, they showed the basketball player asking a young boy for a sip of his Pepsi drink, in which the same interaction happened in a similar Coca- Cola commercial, but in the Pepsi commercial the kid shared his drink. The point of the ad was to show that Pepsi is much more valuable than Coke and it has to be shared.
Radic talks about the Saudi Arabian design studio, Design Boutique that has reimagined the Pepsi Company as a stronger and bolder brand. Radic explains how Design Boutique has created the complete visual and corporate identity of the company, by using featured music and a slogan that appeals to an audience that enjoys music and the inspirational slogan. Recently when Pepsi updated their logo, Design Boutique thought that Pepsi did not have much of a change from the years before. The designing studio decided to make their logo and advertising more 3D moving away from the regular 2D. They did this by playing around with the shapes and shadows. The design studio created the new slogan, “Don’t Stop” to make the company seem more inspirational and uplifting. Pepsi featured music, people playing sports and fantasizing about their future. This resource can be used in the proposed research to give a thorough understanding and an inside look at specifics of what the company looks at to get their new slogans, advertisements, and commercials for the year.
James Twitchell is an author and former English professor. Adcult USA discusses how the use of commercials and advertisements from sponsors became a torrent in America’s culture. The author points out the notion that people like to be advertised to. Twitchell explains how advertisements can create artificial desires and unnecessary wants. James B. Twitchell discusses his idea of advertising being a part of American culture, and advertising will never die out but will continue to prosper in America’s reason-making system of buying. This book was good on the Pepsi Company's advertising techniques, because the book explains many different commercials and advertisements by Pepsi Company, and the reason and analysis behind each commercial by Pepsi. Twitchell goes into deep meaning and logics behind most of Pepsi Company’s advertising. Twitchell points out in the book that the Pepsi company started to use athletes in their marketing for the athletes’ appeal to people who admire them, like Shaquille O’Neil and Michael Jordan (436). In one of the commercial with Shaquille O’Neil, they showed the basketball player asking a young boy for a sip of his Pepsi drink, in which the same interaction happened in a similar Coca- Cola commercial, but in the Pepsi commercial the kid shared his drink. The point of the ad was to show that Pepsi is much more valuable than Coke and it has to be shared.