jewelry wholesale market in kolkata How to evaluate Coca -Cola Open HAPPINESS advertising series

china jewelry wholesale aliexpress Pepsi used Obama's "change" to reshape with the "Refresh" brand and provoked the "two music war".

The competition that is the same and close, it is the first time in the history of "two music" competition.

"two music war" ignite again.

On February 1, when the largest sports event "Super Bowl (Super Bowl)" kicked off, the audience also saw the same wonderful "two" two "two Le "Advertising Battle: Although Pepsi signed the first half of the ranking advertising agreement with the NBC to block the ads of Coca -Cola, Coca -Cola returning to the field still purchased three advertising periods to" open happy "(open happiness). In response to Pepsi's "Refresh" (refreshing everything), the advertising competition of short soldiers began.

. At this point, these two rivals began large -scale brand promotion activities with the same "optimism" and "happy" brand information.

The author of the American beverage industry's authoritative journal Beverage Digest ("Beverage Digest") John Sicher, John Sicher. The biggest and most direct competition between the "two music" I saw.

. Like any "two music war" in the past, this time Pepsi still launched the "war" as a "challenger". Unlike the past, this time Coca -Cola no longer wait, but instead, but instead, it is I chose to fight quickly.

This look at the history of the "two music war". "Chase" Pepsi often launch new tricks in marketing and provoking warfire, often choosing some "special" time points. For example, Pepsi took advantage of the economic crisis in 1929 to reduce the price by half and play a big price war; and in the 1972 economic crisis, another ingenious "trial" activity was launched in the United States, compared with Coca -Cola products. Advantages, this comparison scene and result are repeatedly played by Pepsi on TV, resulting in the increase in Pepsi's reputation, and sales have risen straight. In 1960, the sales ratio of Coca -Cola and Pepsi was still 2.5: 1. After 1977, Pepsi's sales in the United States began to exceed Coca -Cola, and there was a situation that would divide the world.

The repeat history. Pepsi once again chose the sensitive period of economic recession and provoked the "war".

Pepsila, brewing the offensive

"If we do not change quickly, it may become a historical footprint."
The report shows that the company's third -quarter sales earnings downward by 9 %. At the same time, affected by the financial crisis, Pepsi had to announce 3,300 global layoffs and close 6 factories. One of the important reasons for the layoffs is that Pepsi is not good for selling in the North American market. According to data from research institutions, 60 % of Pepsi's performance in 2007 comes from the North American market, while Coca -Cola only sells only 30 % of the market.

It this case, reversing the decline in sales in the North American market, for Pepsi, is more urgent than Coca -Cola. The task reflected in marketing communication is to make the brand rejuvenating new vitality, and then strengthen Pepsi's brand influence among consumers.

The global CEO of Pepsi Global CEO INDRA NOOYI, he announced that in the next three years, it will invest $ 1.2 billion to revitalize the sales of carbonated drinks. From late October 2008, Pepsi will use blue -red trademarks that have been used for many years worldwide to update a series of "smiles". The central white is curved, and it will also have different angles due to different products.

Mori Burwick, North American marketing officer, said at the discussion and change of packaging bottle conference: "If we do not change quickly, we may become a historical footprint."

This is just the beginning of the Pepsi brand to reshape a series of actions.

On November 17, 2008, Pepsi officially decided to end the 50 -year cooperative relationship with the advertising agent BBDO, and transferred the communication business in North America to the advertising agent TBWA. Rebucing Pepsi's communication strategy. The breakup incident also shows that Pepsi bid farewell to the past and change the future. After all, BBDO's partners have been in the 1980s in the 1980s, fighting side by side with Pepsi, through successful communication activities such as "The Next 'S Choice", and set up for Pepsi for the successful communication activities. The brand positioning of the "younger generation" quickly changed its unfavorable position in the "Cola Battle".

In terms of organizational structure, Pepsi also enhances the importance of the marketing department and strengthened marketing forces. In December 2008, Pepsi appointed Jill Beraud as the global chief marketing officer and was responsible for the global marketing strategy of various brands of Pepsi. This is a newly established position that reports directly to the global CEO INDRA NOOYI.

The signs show that Pepsi is brewing to launch an offensive.

Coula Coca -Cola, secretly preparing for

As early as 6 months ago, Coca -Cola has planned a new brand promotion activity with advertising agent W K.

The global economy has declined and consumers have begun to have a trend of preference non -carbonated beverages. In the North American market, Coca -Cola and Pepsi are also facing difficulties and need to fight against the market's downturn.

From January to September 2008, the sales of carbonated beverages in the United States fell by 4.8 %. In October, when Pepsi North American beverage market was in a hurry, the Coca -Cola financial report also showed that the sales of beverage in North America fell sharply, and sales decreased by 4.4 year -on -year decreased by 4.4 %.

. As the leader of the market, Coca -Cola has maintained a steady development pace. While Pepsi actively acts, Coca -Cola is also thinking about how to prevent the sales of beverage from declining further, and marketing writes proven by 100 years of experience are essential.

In the United States "Wall Street Journal" report, as early as 6 months ago, Coca -Cola has begun to plan new brand promotion activities with advertising agent W K, and it is the company's new global CEO execution Official Muhtar Kent and global marketing director Joe Tripodi directly responsible for the matter.

Refresh, raid "North America" ​​

This aside the traditional product advertising competition. Pepsi borrowed Obama, hoping to lead Cola "change".

The "two music warfares" in history are almost all staged in the North American base camp, and this time is no exception.

Printing after the global bidding, Pepsi did not choose to carry out new logos and new packaging promotion activities worldwide, but first started in the North American market, and launched the "first music war" "first music". gun".

In early December 2008, the "Refresh" series of brand promotion activities were launched in the North American market. One day before the New Year, Pepsi promoted the new brand image in Times Square in New York, and used the "O" in the new logo to express different meanings, such as OPTIMSM, wow, happiness, love, etc. Inspiring people, when economic recession, we must maintain an optimistic and happy attitude.

The transformation of Pepsi's brand strategy to this place: abandon the advertising spread at the product level, and instead focuses on "optimism". Most of the themes of Pepsi's advertising are about people's emotions, and they are not selling.

has always been about beverage products. The "REFRESH" series of new partners TBWA planned for the first time will focus on promoting an emotion and emotion for the first time.

It can be said that Pepsi ’s brand promotion activities are completely closely linked to the current hot spots of the United States, with strong local colors. Refresh and the "change" proposition of winning the secrets of Obama's election have the same effect. The banner of "change" allowed Obama to win the support of a large number of American people, and eventually won in the US election, and Pepsi also hoped to "change" to get the support of consumers. After all, Obama's "change" call is still clear in the hearts of the American people, and the New Year means new planning for people. Moreover, Pepsi also opened a message space on the event promotion website so that consumers can directly write to Obama.

The transformation in the brand communication strategy is evident. This promotion was inspired by the results of the "optimistic plan" of Pepsi. The survey shows that the new generation of the United States is optimistic about the future. Despite economic recession, unemployment troubles, and countless other concerns, this group of Americans born from 1980 to 1990, known as the "century generation", are still confident in the prospects of 2009. Dave Burwick, chief marketing officer of Pepsi, said: "Our new brand characteristics reflect 'optimism', which is very optimistic about the future of the future and them in the 1980s and 1990s." Almost 95 % of the "century generation" of the United States will produce positive associations such as "change", such as "progress" (78 %), "hope" (77 %) and "excitement" (72 %).

open Happy background

The Coca -Cola, which was stabbed nerves, and "opened happiness" new brand strategy, and also hit the opponent's "emotional card".

. When Pepsi strongly launched the "Refresh" activity in the North American market at the end of December 2008, the nerves of the leader Coca -Cola were greatly tingled.

three weeks later, Coca -Cola quickly attacked. The first is to launch a long -scale "Open Happy" brand communication event that has been brewing on a large scale worldwide. This is the first time the Coca -Cola has changed brand information for three years. His chief marketing officer Joe Tripodi said that in history, Coca -Cola always tried his best to express his optimistic attitude towards the world, and "opening happiness" was based on this tradition. This is really a simple and direct declaration of Pepsi's "emotional cards".

. In addition, Coca -Cola is ready to remove the word "classic" on the North American market's outer packaging to strive for more young consumers. Coca -Cola company launched a new formula in 1985, named New Coke, which is not favored by consumers after listing, forcing the company to restore traditional tastes, and at the same time add "Classic" under the brand trademark. Words to show differences.

It facing Pepsi's propaganda strategy specifically for the North American market, Coca -Cola directly counterattacked, full of firepower. On January 21, Coca -Cola's "Open Happiness" advertisement was first broadcast on the American idol show on ABC TV station, and also purchased the advertising period of the Grammy Awards ceremony, and the significant advertising position of some important flat media.

The most direct confrontation with Pepsi is the "Super Bowl" advertising competition on February 1. Coca -Cola purchased three advertising periods, two of which were specially used to promote the new "Open Happy" brand event.

The response of Coca -Cola is so rapidly conflicting directly with Pepsi. The brand information transmitted by Coca -Cola for the first time is so similar, which is the information of "happiness" and "optimism". It seems that both dead opponents recognize that in the current economic environment, the urgency of improving consumers' "optimism" attitude All intentionally made consumers' emotions "beautiful" in the downturn economy.

In fact, this pair of fiercely competitive enemies have tried their best to maintain different brand recognition information in the past few decades. Of course, the two brands have preached and inspiring information for many years, such as "have a coke and a smile", "Joy of Pepsi", but usually they do not have the same brand slogan at the same time.

This brand information will inevitably lead to competition upgrades, because "two music" must try to distinguish their brand information from their opponents, and establish their unique brand image in the minds of consumers.

The chief marketing officer of Coca -Cola Joe Tripodi said in an interview with the Atlanta Journal that our brand cannot solve the world peace or repair the economy. What we want In the days full of stress and difficulties, you can enjoy the happiness of a small meeting.

Frank Cooper, deputy general general general of the Pepsi brand, said that we do not say that drinking a cup of cola will feel happy. Pepsi is a cultural catalyst for people and transformation.

super bowl staged "White Fight"

Pepsi cola to remind us "the past and the present connection", and Coca -Cola conveys "Pay attention to the future, where will we go? "the concept of.

of course, "two music" is not enough to interpret the different interpretations of "happiness" and "optimism".

super bowl has always been a must -have sports marketing place for large companies, and it is also the focus of Pepsi company. It has a history of 10 years. Coca -Cola once stopped sponsoring Super Bowl and returned in 2007.

The war in advance due to the "two music", the Super Bowl in 2009 has some differences. First of all, Pepsi changed its habit and signed the Super Bowl in the first half of the first half of the advertising agreement with the NBC company. This is the first time in Pepsi's Super Bowl advertisement. Pepsi has successfully prevented the Coca -Cola advertisement from appearing in the first half of the game.

Secondly, "two music" chose a different brand investment strategy. Pepsi has put four advertisements on Super Bowl in total, only one of them is the main brand. Among the three advertisements of Coca -Cola, two are about the main brand "Open HAPPINESS" event.

It "two music" is trying to be closer to young consumers through animation and high -tech applications through animation and high -tech. The two advertisements of the Coca -Cola "Open Happiness" use animation, and Pepsi is even more cost -effective to apply 3D technology in the advertisement of Sobelife water. Moreover, "two music" chose to spread simultaneously on TV and the Internet.

, the core difference is that in terms of brand connotation, "two music" hopes to convey different feelings to consumers. Coca -Cola conveys the concept of "where we will pay attention to the future, where will we go". The Coca -Cola "Open HAPPINESS" event advertisement "AVITAR" advertisement is very interesting: a person walking on the street, but seeing everyone's "second life". A lively person, and the super monster who drank Coca -Cola, finally became a beauty. This advertisement is very networked. Few people may understand a few years ago. Now, such a language has actually become a Coca -Cola Super Bowl advertisement, which contains at least such revolutionary information -the walls of the virtual world and the popular world have collapsed, and the era of virtual mass consumption is being formed.

This Coca -Cola reminds us of our past and present connections, a cultural bond. This is successfully shown through the "Refresh Anthem" advertisement. The songs in the advertisement are the most influential singer Bob Dylan and William in the rock -roll era "Forever Young". The use of star effects has always been a tradition of Pepsi. The scene of nostalgic contrast, which is constantly emerging in the divisions, from lighter to mobile phones, from Vietnam War to the Iraq war, unlike many 60 seconds of advertisements, this advertisement conveys to consumers a optimistic and 50 -year American culture.

Igone reviewing history, Pepsi in the 1960s continued to use some brand promotion activities named "young", such as "PEPSI generation, a new generation of choice", and dug a lot of Coca -Cola. Consumers; now the young people at that time have entered the year of the flower armor. This time, through advertising, Pepsi has linked the young people in the 1960s with the young people now, so that these consumers feel that no matter the time of the years, Pepsi Coke It is always their brand.

In advertising effects, the contest of Pepsi and Coca -Cola can be said to be regardless of winning or losing. According to the ratings of TV advertising and the word -of -mouth effects generated on the Internet, both brands are at the forefront of Super Bowl advertisers.
super bowl is over, and the war of "two music" about "happiness" is still continuing. What will they have in the future, we will wait and see. In the end, who will be the happiest and happiest? Hope it is consumers.