6/3/2019 Marketing Strategies of Coca Cola and Pepsi: Which one is better?

Marketing Strategies of Coca Cola and

Pepsi: Which one is better?
Lucy Gevorgyan Follow
Apr 24, 2018 · 3 min read

Thoughts on the marketing strategies of

one of the most competing brands

Never ending battle: Coca Cola versus Pepsi Cola

Just like any period of history, debates have always been a relevant and
suitable activity to perform in case the mood during group gatherings
turns a tad boring. Why? Because it is always fun to force your opinion
on some innocent soul who happens to be standing in the corner
quietly with an almost black colored soft drink in her hands. Once you
learn that she’s been drinking Pepsi during the whole little party taking
place, that’s when you freak out. Because “How can you drink that?
Coke is hundred times better that Pepsi.”

This is the exact and epic moment when every breathing human in the
room starts to freak out and screams the phrases of why their preferred
brand is better, although most of the time nobody gives you rational
reasons as they are too busy judging you based on your favorite soda.

https://medium.com/@lucygevorgyan12/marketing-strategies-of-coca-cola-and-pepsi-which-one-is-better-34ab13f60e9b 1/4
6/3/2019 Marketing Strategies of Coca Cola and Pepsi: Which one is better?

Two brands get into a ‘debate’ even on social media

Alongside with all the screaming chaos and throat slicing threats, an
individual, who just graduated college with a marketing degree, stands
up and suggests one of the theories on why some people become loyal
to a specific brand, while others feel connected with another brand —
mostly competing ones (never forget the infinite war between Apple
and Samsung).

Majority of companies strive to build a brand which would not only go

global but also make people all over the world excited, connected and
even obsessed. This is where Coca Cola’s marketing strategy kicks the
door open and launches campaigns that involve attachment of
company’s values to practical emotions shown by the customers. Coca
Cola implements its emotional branding campaigns in a way that would
trigger emotional touch in the minds and hearts of the consumer, with
a sense of belonging and loyalty. As simple as it may sound, the
company aims to create a smile, even a subtle one, as an individual
watches their ads.

Most popular campaigns of the brand include and are not limited to
“Share a Coke — Share a feeling”, “Open Happiness”, “Taste the
Feeling”, “Hug me”, etc.. Coca Cola designs its advertising messages in
a way that would make the content go viral, targeting wider
demographics of adults, young adults and children. The idea of
friendship, love and kindness have become key targets that the brand
hits, simply promoting the audience to drink coke and just have fun.

To put it simply, the means of building a loyal and long-lasting

relationship, Coca Cola focuses on connecting with the customers on a

https://medium.com/@lucygevorgyan12/marketing-strategies-of-coca-cola-and-pepsi-which-one-is-better-34ab13f60e9b 2/4
6/3/2019 Marketing Strategies of Coca Cola and Pepsi: Which one is better?

more intimate and personal level; promote emotional attachment;

personalize products in order to be closer to the consumers; and use
motivational call to action tactics.

And then, there’s Pepsi, which, in my very humble opinion, has better
taste than Coca Cola, however, when it comes to emotional marketing,
the brand stands no chance next to its main competitor. While Coca
Cola restrains itself to include celebrities or any kind of socially popular
individual in its advertising videos, Pepsi is all about displaying
influencers. Pepsi has rich history in celebrity endorsement that
includes professional athletes and pop stars, now growing to be
impacting bigger audiences through collaborating with social media
influencers.

The list of Pepsi celebrity endorsers comprises Michael Jackson,

Madonna, Ray Charles, Beyonce, Britney Spears, Kendall Jenner, etc.

Although Pepsi spends almost as much as Coca Cola, I personally find it

difficult to build an emotional attachment with the brand, but I do
admit openly that my taste buds prefer Pepsi over Coca Cola.

https://medium.com/@lucygevorgyan12/marketing-strategies-of-coca-cola-and-pepsi-which-one-is-better-34ab13f60e9b 3/4
6/3/2019 Marketing Strategies of Coca Cola and Pepsi: Which one is better?

https://medium.com/@lucygevorgyan12/marketing-strategies-of-coca-cola-and-pepsi-which-one-is-better-34ab13f60e9b 4/4