So, when I heard about Pepsi’s new overhaul, I was curious. I remember watching Pepsi ads during the Super Bowls and being mesmerized by what was on the screen. However, I cannot for the life of me recall a Pepsi ad since Britney Spears appeared dancing in a warehouse, competing against Christina Aguilera for top pop star. Back in the good ole days before Spears got married, popped out kids, went crazy, and shaved her head. Obviously, it’s not a good sign when the last association with brands deals with a pop star that dramatically, and painfully, fell from public adoration
Pepsi gave itself three years and $1.2 billion to complete a complete packaging, merchandising and marketing overhaul. Best of luck. This change cannot be simply solved by changing the logo. I am not that old so since I can remember the last time they changed their logo, means that it was not that long ago.
I used to be a devout Pepsi drinker (Diet Pepsi to be exact). But, in recent years, my love for Coke has changed it all. Living in Europe and drinking Coca-Cola Light showed me how horrible Pepsi actually is. And now that Coke has introduced so many different choices besides the traditional cola, Coke is the brand that is in my shopping cart now.
What has Pepsi introduced to show that they are constantly evolving and trying to satisfy the consumer? I can’t think of anything… which might be their problem. I know that they introduced Pepsi Max but that doesn’t sound appealing what-so-ever. If I wanted energy, I would buy a bottle of 5 hr energy or Monster or Red Bull. They are trying to break into a product category that is already flooded with competition. Also, it just doesn’t fit in consumers minds – people don’t drink Pepsi for the caffeine.
I know that Pepsi has done amazing, awe-inspiring things in the past to reinvigorate their brand. But with the changing landscape of the advertising industry, the brand has the potential to do innovative things besides the traditional, 30 sec television spot. Should be interesting to see what they do in this overhaul over the next three years. Break out the popcorn!
