3. How can we tell one from the other?
PEPSI COKE
Citrusy flavour burst. Fluid, fruity flavour.
Fizzier in comparison to Coke.1
Raisiny-vanilla-ish flavour. Distinct sharp cola
flavour. Less fizzy in comparison to Pepsi.1
Maintains bubbles in throat while
consumption.2
Coke is smooth down the throat upon
consumption.2
Slightly more sugar, calories and caffiene.1 Slightly more sodium.1
Soft drink of choice of the KFC fast food
chain.
Soft drink of choice of the McDonald’s fast
food chain.
1. Source
2. Source
4. But they’re both Cola beverages aren’t
they?
Despite these differences, most people can't tell the difference, according to
a study by Samuel McClure and Read Montague: "Coke and Pepsi are special in that,
while they have very similar chemical composition, people maintain strong behavioral
preferences for one over the other. We initially measured these behavioral preferences
objectively, by administering double-blind taste tests. Subjects split equally in their
preferences for Coke and Pepsi in the absence of brand information.
1. Source
Which means – it’s a matter of personal
preference
5. Advertising Strategy
PEPSI COKE
Electronic, Print, Social Media
Retailers, fast food chains
Celebrity Endorsements
Event tie-ins, Campaigns, Sport Sponsorship, Partnerships
Consumer Promotions
The list goes on and on as these 2 brands
are gridlocked against the other…
7. Here’s a test. What do you think when
you think of…
Michael
Jackson
Quote about
New Generation…
David Beckham
8. How about when you think about…
American Idol
Polar Bears
Santa Claus
World Cup
9. What sets the brands apart?
• The Pepsi brand essence isn’t deeply-rooted
as Coke
• Coke brands itself on what’s new, trendy
• Pepsi on the other hand decided to focus on
the youth market, who would eventually
‘replace’ the mature Coke drinkers
• Whilst doing so – Coke got to keep brand
values and are deeply ingrained onto
consumers
1. Source
10. Pepsi’s Brand Personality
• Pepsi has always had a young target audience.
Many of their ads were historically targeted at
teens and even pre-teens and are injected
with fun, sports and most often, music. Pepsi
has leveraged all manner of musical celebrities
over the years, from Ray Charles to Britney
Spears.
1. Source
11. Coke’s Brand Personality
• Coca-Cola ads depict human experience in
two primary ways. First, long before global
branding was the trend it is today, Coca-Cola
was embracing diversity. This can be clearly
seen in its long-running “I’d like to buy the
world a Coke” series of ads, depicting people
from all over the globe joining together in
Coke and song.
1. Source
12. Campaigns
Despite the different styles in campaign advertising. Pepsi displays a more youth targeted motto,
whereas Coke has a simple and more general motto of ‘Live On The Coke Side Of Life’
13. Viral campaigning
You’ve heard of the term
“Don’t mix Coke with Mentos”
Have you heard of
“Don’t mix Pepsi with Mentos?”
Why not?
15. Where can I get a Pepsi in Malaysia?
• Apart from supermarkets, petrol kiosks…
16. Where can I get a Coke in Malaysia?
• Apart from supermarkets, petrol kiosks…
17. Even if you go to a…
• Chinese Kedai Kopi
• Kedai Mamak
• Most eateries
Most places have a higher probability
of serving Coke, instead of a Pepsi
18. It comes to prove that…
What really matters is…
(Once again)
BRANDING
19. When it comes to my personal
preference…
• Coke’s a definite winner
– Tastes better
– Easily available
– Eye catching adverts
– More contests
– Somewhat trendier
