Coca-Cola and Pepsi have been rivals since before anyone can remember. Both companies have created thirst quenchers with a refreshing, recognizable taste. Coca-Cola and Pepsi have spent their time and efforts to out do the other using many different marketing tactics including TV commercials, donations, scholarship funds and most importantly their websites. Although both companies sell very similar products, the way they go about grasping their audience is very different. Coca-Cola has focused their attention on creating a family friendly brand by emphasizing educational scholarships, supporting programs emphasizing health and safety and many fundraisers and charities that positively impact countries all over the globe. On the other hand, Pepsi uses the power of social media to grab the attention of a younger target audience through advertisements and shows by financially supporting famous actors, singers and more. Although both companies have taken completely different routes when it comes to marketing their brand, they have both become significantly effective in their ways.
Coca-Cola uses a variety of tools to market their brand in their website and in order to come off as a trustworthy company they have emphasized important facts about their historical and global successes. Coca-Cola was first founded by a pharmacist by the name of John Pemberton in 1886. Compared to Pepsi, Coca-Cola has had their name out and very well known for a much longer time, easily giving themselves a foot up. A tool that Coca-Cola has used on their website to introduce their superiority is by means of Logos. They have a facts bar on each page stating that they have over 3500 products worldwide, 1,322,000 tweets per quarter, an availability of their products in over 200 countries and an updated stock price. Through these facts, anyone viewing the website is able to see how consistent and well known their brand name is. The more a company is globally known, and diverse in their products, the greater the chances are that they are consistent and faithful in their work. All these facts and statistics lure the viewers in and make Coca-Cola seem like a very legitimate, trustworthy company.
Not only does Coca-Cola have the upper hand when it comes to experience and history, but they also have expanded their products in unimaginable ways. The website focuses on advertising the variety of products Coca-Cola has under their pocket including Sprite, Fanta, Diet Coke, Coke Zero, Dasani, Minute Maid, Fresca products and many more. Over the years Coca-Cola has grown excessively, gaining much more diversity in their products and popularity among their consumers. This sustainability and expansion in their products has brought in ethos to their website. A company that controls almost every drink in a pop dispenser at your favorite restaurant is a lot more likely to appear credible and reliable as opposed to a company with only a small variety of products. Although sometimes not everyone realizes that Coca-Cola is head of all the different products, they are definitely getting their name out. Recently, many restaurants have purchased touch screen soda machines called Coca-Cola Freestyle in which consumers are allowed to pick one of one hundred soft drinks provided by Coca-Cola. This machine allows Coca-Cola to advertise their extreme variation of products while getting their name exposed and associated with all the different products simultaneously.
When viewing the Coca-Cola website, some of the ways they market their products is by coming across as a family brand name. On the home screen at the top of the page in big, bold writing the headline displayed, “Family, Food and Coca-Cola, recipe for a great meal” with a picture of a family sitting together. Through pathos, Coca-Cola is able to make an emotional connection with their viewer who values a strong family unit. To support how virtuous and passionate they are in supporting their consumer’s relationships and family, Coca-Cola goes the whole nine yards to back their word up. On May 23, 2013, Coca-Cola worked with NASCAR to host an event called Family Track Walks in which families walked around 3 popular tracks alongside some of their favorite NASCAR drivers (Businesswire). Coca-Cola has been the primary official sparkling beverage of NASCAR since 1998 and in order to host an event linking both together, they have hosted this walk. The event embodied Coca-Cola’s values by encouraging healthy living, education and family bonding. In order to publicize the event, Coca-Cola advertised the walk on their website and through an IHeartRadio’s “Coca-Cola Open For Summer Concert” featuring a few well known superstars. The event promoted energy balance, activity and family togetherness. Coca-Cola has used programs like these to bring communities together for more than 127 years now to win over the support of many consumers.
Another technique Coca-Cola focused on through their tabs are regarding their emphasis on their importance of safety, health and family unity. The website had easily accessible tabs named “company history”, “safety and health”, and “human and workplace rights.” Through these pages the company receives sympathy and displays compassion by emphasizing how much they prioritize their workers and consumers needs. During World Water Week, Coca-Cola supported new programs to provide clean water and sanitation services in Africa. Their contributions significantly helped improve health and food security winning over the hearts of consumers across the globe. Cicero’s three steps included 1) Changing your audience’s mood and stimulating emotions, 2) changing their opinion and 3) getting them to act. Coca-cola does just this. First the company creates a true connection with their viewer by displaying their sympathy for their workers. They then are able to change the audience’s opinion by showing that even though they are a massive, corporate company they have great intentions and still treat their workers with as much respect as smaller companies. Finally, through engaging with their viewers on a personal level they are able to convince them to buy their products. Coca-Cola has become an expert when it comes to creating a brand name and supporting the values they claim to hold in their company. Coca-Cola has won over the hearts of many people all over the world by using a large sum of their profits and giving back to those who need it. Through their website they are able to emphasize their reliability, growth, history and many other factors that have played a part into making them the company they are today.
Pepsi has taken a different route in the way they have decided to market their company. The way their website is laid out displays many more modern day techniques. Pepsi has decided to make their target audience a much younger group than Coca-Cola. Instead of focusing on the past, Pepsi has taken it into their own hands to embrace the future. Focusing on grasping potential customers that are younger will hook them in to buying products for a much longer time in the long run. For Pepsi to come across as the more “modern” and hip company they had to find ways to grasp in younger consumers. In order to connect with their younger viewers Pepsi advertises many familiar, famous faces to immediately draw them in. Initially, the website displays a headline saying “Share a Diet Pepsi with Josh Duhamel.” Underneath it were additional boxes with headlines “Find out how you could win tix to see Hunter Hayes” and “Get a free download of Katy Perry’s new song” that even gave the option to repost the article on Pinterest. By introducing famous actors and singers that support their product, they are able to entice and manipulate the viewer into believing that they have the potential to be more like their idols if they, also, consume the same drinks.
Through hash tags, links and videos that display many modern, familiar faces, Pepsi has lured their consumers in significantly. During the Super Bowl last year, Pepsi spent millions of dollars to sponsor the half time show including a performance by Beyonce. They also teamed up with MTV at the 2013 music awards in which they had viewers participate in a “tweet to unlock” and social voting program. Convincing your viewers to tweet with hash tags advertising your name is a brilliant way to reach massive audiences. Pepsi is willing to put forth any amount of money to get their name out and seduce a younger target audience.
In general, I believe that both Coca-Cola and Pepsi have been very smart and on their feet when it comes to grasping the attention of their audience. However despite both their efforts, I believe Coca-Cola’s website is more effective than Pepsi’s in the way they lure in customers by means of the personable approach they have taken on. Coca-Cola has been able to use their website to create a true bond with their consumers through numerous web pages that include statistics, stories, events and information. Pepsi has very little factual or historical information on their websites because their focus is too heavily based on advertising celebrities. It’s always nice to see a picture of your favorite singer on a web page but Pepsi seems to have taken it a little far and in doing so they have taken too much of the attention off their own products and company and placed it upon different celebrities. Regardless of each of their marketing techniques, both companies seem to be flourishing in their own ways and have spent an infinite amount of time and effort to become the best in their line.
Both Coca-Cola and Pepsi have taken on many different sponsorships and promotions to make sure their name gets recognized in every area of the world. Coca-Cola has branded their name into a family company promoting health, safety and worldwide contribution. They have created a bond with their consumers by emphasizing their historical growth and stability throughout the years. Pepsi has taken on much more modern techniques supporting famous actors and singers in music awards and TV shows. Pepsi has grasped a younger target audience by ways of social media including twitter, you tube, Facebook and more. Both companies have gained an excessive amount of publicity using their own techniques to seduce their viewers in every day. Some methods seem to be much more effective than others, but in the long run both companies know their ultimate goal and it’s clear that they’re willing to do just about anything they need to in order to be on top.
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“USAID, Coca-Cola Make New Investments in Clean Water for Africa.” http://www.comtexnews.net/main.htm. All Africa Global Media, 5 Sept. 2013. Web. 09 Sept. 2013.
Petrecca, Laura. “Super Bowl Buzz Already Building ; Seems It’s Never Too Early to Capitalize on the Hype.” http://www.usatoday.com/. USA Today Information Network, 09 Sept. 2013. Web. 09 Sept. 2013.
“Pepsi and MTV Support Katy Perry Performance.” Www.closeupmedia.com. Close-Up Media, Inc., 30 Aug. 2013. Web. 09 Sept. 2013.