Pepsi's ADVERTISING:
1950's:
The "More Bounce to the Ounce" is one of Pepsi first print advertisements. This slogan came right after the "Twice as Much for a Nickel" through radio marketing. During the Great Depression, Pepsi became rather popular for their "Nickel Nickel" radio advertising. That was from 1936 to 1950. The 1950 advertising campaign "More Bounce to the Ounce" came after their doubling in profit success from the radio adverting, and from then on Pepsi was able to create their own style of advertising. The "More Bounce to the Ounce" came about when Pepsi changed their logo to symbolize their patriotism for America during World War 2. Because WW2 brought America through most of the terrible parts of the Great Depression they were able to advertise to Americans to make them want to be happy and enjoy everything in America with Pepsi. Pepsi advertised saying that if the American people didn't have the best, which was Pepsi, then they were having less in life.
1960's:
Pepsi had many different advertisements for the 1960s. One of their more popular advertisement slogan was the "The Sociables". "The Sociables" ads was Pepsi's way of trying to appeal to people who considered them selves as a social person. Pepsi used these advertisements to show that the more popular and important people preferred Pepsi, and if people wanted to be considered as a "Sociable" they had to drink Pepsi. They used their ads to appeal to all kinds of party people, people who liked supper fancy parties or a college parties, Pepsi made sure to appeal to them and making them feel left out if they didn't drink Pepsi. Another one of Pepsi's print advertising included their slogan concept of being "young". These Pepsi advertisements did not come about till the late 1960s. Pepsi decided to change their marketing strategy by beginning to advertise to African-Americans. They thought that making their advertising appeals broader to the American people then it will give them more credibility and a new set of popularity among African-Americans.
1970's:
The late 1960s to the early 1970s advertising slogan for Pepsi was "Come Alive! You're in the Pepsi Generation". The "Come Alive" slogan was apart of Pepsi's Next Generation campaign. This promotion from Pepsi was their strategy to reach out to a younger group of people. The company did not want to appeal to just an adult or to an older age group, like with the Sociable slogan, they wanted to reach to the young people and advertise to them that Pepsi is universal for anyone. Pepsi made the advertising campaign Next Generation to the younger audience, so that viewers will specifically know that they are a special part of Pepsi, and the company hopes that because Pepsi made them feel special they will endorse in drinking Pepsi.
1980's:
|
|
The 1980s commercial for Pepsi changed compared to the advertisements from previous two decades. They started making their ads and commercials with much more music. They will have their own Pepsi song, and/or feature a famous musician to do to. In the first commercial they feature Lionel Richie, singing one of his own hit songs, but remixing it to lyrics that relates to drinking a Pepsi. In the the second commercial it is Pepsi's own song about being the Next Generation o Pepsi, but they do not sing about Pepsi, instead they just show most of the people in the commercial drinking one.
1990's:
|
|
The commercials for Pepsi in the 1990s were more on a comedy side. They made commercials featuring not only famous musicians but actors and models. The first commercial, on the left, came out during the Academy Awards of 1999. In the commercial they feature a little girl that starts to talk like the Godfather from the Godfather movie. This specific commercial is effective because it appeals to an different audience than before. Normally, Pepsi makes their commercial will mostly music, but when they cam out with the Godfather commercial they appealed to big fans of the movie and mainly just movie lovers. The commercial on the right features Cindy Crawford, was a very popular model during the time. This commercials was intended to make people laugh, but they also make an effective appeal to men and women, but mostly men, who love Cindy Crawford, and other models and women that are as beautiful. The commercial with Cindy Crawford came out during the Super Bowl, and so the company did an effective job appealing to the men watching the football game.
2000's
|
|
The commercials from the 2000s to know are varies very much, the company produces many different kinds of commercials; musical, comedic, related to sports, and movies commercials and ads. The two that I have featured here are two kinds of commercials. The one on the left is a music commercial about how Pepsi have "pass" through the many years. The commercial includes many people dancing through each decade and while they dance through the decade they are passing a Pepsi to the next era. The commercial on the right is a commercial for Pepsi MAX. The company featured the famous race car driver, Jeff Gordon. The commercial is on the comedic side because it features a car sales man who goes with Jeff Gordon, who is hidden in disguise, and Jeff Gordon starts driving all kinds of crazy, and scares the sales man. The first commercial appeals to the musical audience, but not just to the generation of people now, but to the older people, who are still alive, to show how long Pepsi has been in people's life and how far the company have come. The commercial on the left is intended for people who love sports and especially race car driving sports.