Differences in ad execution: study of PepsiCo and Coca-Cola

1.0 Introduction 3

1.1 Statement of selection 3

1.2 The ad of Pepsi cola in China and its logo 3

2 Reasons behind choosing the respective publication and the target market. 4

3 similarities and differences 5

3.1 product positioning 5

3.2 Branding 5

3.3 Differences in ad execution 6

3.3.1 Ad communication 6

3.3.2 Object of the ads 7

3.3.3 Execution Style 7

3.3.4 Tone of ad 8

4 Recommendations to enhance both ads 8

4.1 The ad of Pepsi cola 8

4.2 The ad of Coca cola 9

Reference 10

Appendix 1 11

List of figure

Figure1 ad of Pepsi cola of Asian market of the year 2009…………………………3

Figure 2 ad of coca cola of the year 2009……………………………………………4

Figure 3 Pepsi logo…………………………………………………………………..6

Figure 4 Coca cola logo………………………………………………………………6

1.0 Introduction

    1. Statement of selection

PepsiCo and Coca-Cola Company are two giant manufacturers of beverages. And the two multinational corporations are also powerful rival of each other. They almost share the same target markets of carbonated and non-carbonated beverages. And with the great attractiveness of Chinese market, the two giants have a big battle of fighting for the Chinese market. And the furious battle is between their two world famous brands of Pepsi cola and Coca-Cola. And both of the two companies try their best to promote their cola via the means of advertisements. So this paper will analyze the ads of each company of its cola in Chinese market and then make recommendations to enhance both ads.

    1. The ad of Pepsi cola in China and its logo

Figure 1 is the ad of Pepsi cola in Chinese market of the year 2009, in which there are full of famous actors and singers of Asia. This ad invited almost all the typical Chinese superstars of the younger generation to show Pepsi Cola, which made the Pepsi cola so shinning just as these superstars.

figure 1.0

Figure 1 ad of Pepsi cola of Asian market of the year 2009.

1.3 The ad of Coca-Cola in China and its logo

From figure 2 we can see in the ad of coca cola of the year 2009, there are also some famous superstars of the younger generation. The clear and warm style of the ad injects more vigor to the classical brand.

figure 2.0

Figure 2 ad of coca cola of the year 2009

2 Reasons behind choosing the respective publication and the target market.

The two ads are respectively published in the popular Chinese magazines named “Readers” and “Rayli”, which are both famous magazines among Chinese younger generation. And the reasons for the two companies of Pepsi and Coca cola to choose the two magazines to reach the target market of mainland china are as follows. Firstly, both the magazines of “Readers” and “Rayli” are popular magazines in China mainland, especially welcomed by the Chinese younger generation. And the main actors of the two ads are famous Chinese superstars which can attract more eyes of the youths via their emergence in the popular magazines of young people. Secondly, both of the two publications enjoy good reputations of health, optimism and positivity, which can enhance the positive image of the two brands of cola.

3 similarities and differences

3.1 product positioning

Both of the two ads invited famous Chinese superstars of the younger generation to promote their products, which mean the Chinese younger generation is the targeted consumers of both Pepsi cola and Coca cola. But both of the two ads also differ from each other. From figure 1, we can see the background of the ad is in a family house and four friends are having a dinner party together, which is a harmony scene. It shows the product positioning of coca cola in China concentrates the family values and friendships so much due to Coca cola’s marketing strategy of think local and act local (Yang 2010). And meanwhile although Coca cola began to attract the young consumers, it emphasizes more on the vigor of the youth which is just as the ad shows. But Pepsi cola emphasizes more on the distinctive, cool, fashionable and capable feature of the youth, which we can see from the ad that all of the superstars in the ad are cool and fashionable (Redbam 2005).

3.2 Branding

According to the appendix 1, it is easy to find that the logo of Pepsi has changed dramatically while coca cola logo is almost the same as its original one (Johnson 2009). And due to the theme of Pepsi’s ad we have already known that Pepsi often emphasizes the distinctive, cool, fashionable and capable feature of the youth (Redbam 2005).So from the evaluation of Pepsi’s logo we can conclude that it is the aim of attracting the eyes of young people that guide Pepsi to go on changing its logo. And the present logo just as figure 3 shows that the logo of Pepsi is a globe with the colors of Pepsi in the background and in the foreground is the word Pepsi, which is just the style as the description of its slogan—“The Choice Of A New Generation”(Dinesh n.d.). And the logo of coca cola as the figure 4 shows it is just simple two Cs which have a distinctive cursive script and with red and white colored scheme. Due to its simple and distinctive theme, this logo also attracts lots of young minds and is rated among the most recognized logos and brands in the world (LogoBlog n.d.).

figure 3.0

Figure 3 Pepsi logo

figure 4.0

Figure 4 Coca cola logo

3.3 Differences in ad execution

3.3.1 Ad communication

Although in both of the two ads there are full of hot superstars who are all welcomed by Chinese younger generation, there are still several differences in the field of ad communication. From the ad of Pepsi cola, it is obvious to see that all of these superstars in the ad wear cool and act cool with the classical Pepsi color of deep blue as the back ground. The whole scene of the ad is so cool and it is easy to win the approval of young persons who pursue cool and fashionable life style. By and large this ad of Pepsi adopts emotional ways to express its theme. While compared to the ad of Coca cola, the view of it doesn’t give us so many visual shocks, which is just a feeling of friendship and the vigor of young people. This kind of communication is very peace and rational.

3.3.2 Object of the ads

From the two ads, it is easy for us to see the differences of their objects. Since the two brands of cola have already world famous, in their ads they may would like to express something they do care. From the ad of Pepsi cola, we can feel the distinctive and cool style of the younger generation, the expression, wearing style and the poses of the superstars can really convince us the theme of Pepsi Company of the choice of the new generation. The whole scene convinced us again that the Pepsi cola is the right choice of the younger generation. And meanwhile it also convinces us the people who choose Pepsi coca is really as cool and fashionable as these superstars, because they all choose Pepsi cola. And for the ad of Coca cola, it keeps on the low key style. Both he superstars and the harmony family scene in its ad can all remind us the low key style of coca cola and healthy, sunny and positive life style of young people which are also welcome by a great many Chinese young guys who pursue casual and healthy life style.

3.3.3 Execution Style

There are also obvious differences in the executive style of each ad. The ad of Pepsi cola focuses more on the cool and fashionable image of younger generation which just like the superstars in the ad have shown to us. These superstars in the ad show the distinctive, cool, fashionable and capable lifestyle and image of younger generation just as Pepsi cola always advocates. And it advocates the cool attitude as the personality symbol of the younger generation. On contrary, the ad of Coca cola emphasizes the personality symbol of health, warmness and strong family value for the younger generation. Although both of the ads are targeted at the market of Chinese younger generation, Pepsi build its ad full of cool style while Coca cola focuses more on the young people of low key personality and having strong family values.

3.3.4 Tone of ad

The tones of the two ads have obvious difference. The ad of Coca cola chooses the family house as the back ground and uses the party of friends to show its product. The tone of the whole ad is warm and fuzzy. And the friendship in the ad gives us a very positive impression, which makes the ad’ theme of emphasizing the family values, friendships and healthy attitude towards life completely manifested. And the ad of Pepsi cola adopts a cool style to show its product. The whole ad uses the classical deep blue Pepsi color and cool style of the superstars to emphasize the theme that Pepsi cola is the choice of younger generation who are in the search for a cool, distinctive and healthy life. So the tone of the whole ad is very special as well as cool.

4 Recommendations to enhance both ads

4.1 The ad of Pepsi cola

Although the ad of Pepsi cola is very cool and eyes attractive, it still gives the audiences an unreal feeling. The style and action of these superstars easily make people feel the distance to the real life although they are really very cool. So I recommend it can make the ad more real life such as adding the scene of the cool action or attitude in real life, which may be more factual.

4.2 The ad of Coca cola

From the ad of Coca cola, it is easy for the consumers to feel its emphasis of family values, friendships, positive life styles and so on. While the whole scene of the ad is a little bit monotonic. It is recommendable for the ad to add more elements to make the whole ads more vivid.

Reference

Dinesh n.d., Pepsi Logo – Design and History, dinesh.com, viewed April 13th 2010,

<http://www.dinesh.com/history_of_logos/worlds_best_brands_and_logos/pepsi_logo_-_design_and_history.html>

Johnson 2009, Pepsi and Coca-Cola Logo Evolution – The Cola war continues, Graphic Design Blog, viewed April 13th 2010,

<http://www.graphicdesignblog.org/pepsi-and-coca-cola-logo-evolution/>

Logo Blog n.d., Coca-Cola Logo, logoblog.org, viewed April 13th 2010, <http://www.logoblog.org/coca_cola_logo.php>

Redbam 2005, Pepsi-Cola in China Market, redbam.com, viewed April 12th 2010,

<http://www.redbam.com/E-html/a_01.asp?c=1&b=a0>

Yang 2010, Coca-Cola: Think Local, Act Local, the Monroe Street Journal, viewed April 12th 2010,

<http://media.www.themsj.com/media/storage/paper207/news/2001/11/12/Corporate/CocaCola.Think.Local.Act.Local-143767.shtml>

Appendix 1

Appendix 1

Pepsi and Coca-Cola Logo Evolution – The Cola war continues

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