Ad Analysis Pepsi

AD ANALYSIS
PEPSI
Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created
and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it
was renamed as Pepsi-Cola on August 28, 1898, and then Pepsi was first
introduced as "Brad's Drink" in New Bern, North Carolina, United States, in
1893 by Caleb Bradham, who made it at his drugstore where the drink was sold.
Bradham sought to create a fountain drink that was appealing and would aid in
digestion and boost energy Pepsi in 1961.
Pepsi is a brand that every youngster relates to.

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But this definitely doesn’t mean that other age groups
are not it’s user’s.
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Thus Pepsi’s brand image is it’s hip, cool, lively and
refreshing attitude.
Pepsi AD Campaigns
1. The first ever campaign that Pepsi started in India was #Yehi hai Right
Choice Baby, which has been one of the most notable campaigns of the
brand, presenting celebrity endorsers such as Shah Rukh Khan, John
Abraham, Aishwariya Rai, Priyanka Chopra and others. Later other
campaigns were also started that includes #Yeh Dil Mange More and
#Yeh Pyaas Hai Badi. Ranbir Kapoor and Deepika Padukone were
contracted for Pepsi’s Youngistan campaign targeting the youth. Both the
cine stars also successfully performed in the campaign #Oh Yes Abhi. 
Mountain Dew: The campaign of Mountain Dew started with #Do the
Dew and later changed to #Dar Ke Aagey Jeet Hai. The first campaign
was not clear with its appeal and the brand as a result got some downfall
during initial period. But with the introduction of the latter campaign,
Pepsi gave a “no fear image” and the brand directly competed with
Thums Up from the Coca Cola brand.
2. Yehi hai Right Choice Baby  'Yehi hai right choice baby, aha!'
epitomises the year 1990. It was the eve of liberalisation when India
would open its doors to a world of choices. And brands like Pepsi were
looking to ride the wave with the 'right choice' line. The Indian version of
the slogan, Yehi hai right choice, Baby (This is the Right Choice, Baby)
in Hinglish, by Pepsi became immensely popular in the 1990s. The TV
commercial directed the Mukul Anand, featured singer Remo Fernandes
and actress Juhi Chawla, while its sequel saw actor Aamir Khan and
Aishwariya Rai, then a model. It has since become a catchphrase in
Indian popular culture.
Pepsi has roped in the Fukrey cast in its new campaign to show how the carbonated soft drink is linked
to food and friends
Facebook campaign  If you compare Pepsi’s silent page to Coca-Cola’s social efforts and the storming
success it’s had just by writing random names on the side of cans then one would assume that Pepsi
might soon be hiring a new Facebook page admin
Advertising Strategy of Pepsi

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Pepsi’s target audience are mostly teens and young adults
and their advertising reflects this in every possible way.
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The company changes its advertising strategy and image to
reflect the target's interests.
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Pepsi makes sure that the advertisements reflect to the
target audience’s interests and nostalgia.
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The advertising strategy includes cool, hip promos to
attract more of the target audience.
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The advertising is mostly creative and has different
elements like music and sports other than bollywood.
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Pepsi.com also plays an important role in advertising and
attracts target audience by giving access to options like
downloads, gaming, music mixing applications etc..
Pepsico is spending 1.1 billion / 1.3 billion dollars
in advertising
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Pepsi’s current ceo is Indra Noyi
TARGETING
Pepsi targets the New Generation specifically

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Current campaigns use of effective techniques
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By targeting 12 to 21 year olds, Pepsi is attempting to
establish a loyal; pepsi drinker for life and the
largest group of soft drink consumer
The Cola Wars are a campaign

of mutually-targeted television
advertisements and marketing
campaigns
since the 1980s between soft drink
manufacturers The Coca-Cola
Company and PepsiCo
Hard to differentiate product in terms of
taste as product variety is very limited
within cola based beverages.
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Coca-cola has such a strong base of loyal
customers, who identify with the cola brand.
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Consumer tastes are changing, away from
carbonated drinks towards functional soft
drinks. (Mintel, et al. 2009)

Ad Analysis Pepsi

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Ad Analysis Pepsi

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AD ANALYSIS

Pepsi is a brand that every youngster relates to.

Advertising Strategy of Pepsi

Pepsi targets the New Generation specifically

The Cola Wars are a campaign

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