Although my research has shown that Coca-Cola is a stronger brand than Pepsi-Cola (and better tasting in my opinion!), Pepsi-Cola is extremely successful as well, and it looks like they are heading in the right direction with this new product. So, what exactly is this 1893 cola? The name sure is interesting.
I did a little research and found an article about 1893 and why Pepsi has decided to launch it. 1893 is made with a "bold combination" of real sugar, sparkling water, and kola nuts to try and give consumers a new and "unexpected" taste. The year 1893 is significant in Pepsi's history because it is the year that Caleb Bradham, a drugstore owner in North Carolina, started selling his own drink known as "Brad's drink", that eventually became Pepsi.
This soda is targeted at millennials, who are said to care about "really long, legally worded brand names". With that in mind, Pepsi is including "from the Makers of PepsiCola" on the packaging below the product name. I think that this is creative and definitely appealing to millennials, especially with the hipster/rustic packaging look. The main reason for the creation and launch of this new product has to do with the long-term decline in soda consumption. I think it is important for Pepsi to consider these social factors, and use them as fuel to come up with new products that will appeal to consumers who are more health conscious, Not only are the ingredients of this new cola appealing to millennials and health-conscious individuals, the packaging has an "earthy" vibe to it. To me, that screams healthy (well in this case, healthier).
This topic reminded me of our constant discussion in class about how brands need to always keep up with the times and change themselves according to what consumers want and need. If consumers shift toward healthier livings, brands need to adjust accordingly. Moving to this new line of soda helps Pepsi stay true to their historical roots and classic nature, while appealing to millennials and working with societal trends. This would have been an interesting element to add to my Brand Analytics Assignment if I weren't writing about their competitor!
Katie, this is a great point about how Pepsi and Coke compete with each other. It definitely shows how brand names have to launch new products in order to stay relevant and try to recapture a share of the soft drink market. I am wondering how successful this new product will be and if Coke will end up launching a new product as well in order to counter Pepsi's 1893. Perhaps Coke will come out with their own version of soda which references their own history in marketing the product.
ReplyDeleteKatie, I thought this was extremely interesting especially since you did your entire brand analysis on Coke Cola. During your research you must have found out some pretty interesting facts about Coke Cola's main competitor, Pepsi co, and how companies emphasize their competitive advantage in different ways. It is important for a company to change with the movement, but also as a company with a well establish name you do not really have to change your position much. As long as you stay true and consistent with your brand but add that modern or current trend, success is right around the corner.
ReplyDeleteI also read and blogged about this article. I found it very interesting that Pepsi created a new soda and campaign focusing on mixology. This new campaign shows that there is no longer a distinct line between soda and beer advertising. I think at some point the two industries will merge even more.
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