@CocaCola uses a polar bear. +Pepsi @Pepsico steals ithttp://adage.com/article/cmo-strategy/post-ej-monday-pepsi-ads-shot-share-a-coke-polar-bears/298985/
Monday, June 15, 2015
Monday, May 25, 2015
Sunday, April 5, 2015
3. Crystal Pepsi Company: PepsiCo Year released: 1992 Revenue in year released: $19.8 billion In 1992, PepsiCo attempted to enter the then-flourishing “new-age beverages” market with its clear, caffeine-free Crystal Pepsi. The company promoted the product as a healthy and pure diet beverage. Its $40 million advertising campaign included permission to use Van Halen’s hit song “Right Now” in TV advertisements. Market tests at the time gave Crystal Pepsi such a positive outlook that Coca-Cola released Tab Clear to compete with it. While sales over the first year were a strong $470 million, many of the purchases were likely due to curiosity. Not only were consumers not convinced by Pepsi’s health angle, but also many cola drinkers expected a darker beverage. Crystal Pepsi’s popularity was also hurt because to many consumers it tasted just like original Pepsi.