In the Race
Now, here, you see, it takes all the blogging I can do to keep in the same place.
If I want to get somewhere else, I must blog twice as fast as that!
You see, I'm in
the Red Queen's Race...
Coke or Pepsi?
By Janet Evans
Monday, Nov 17 2008, 06:01 PM
It’s always been Pepsi for me…
But the problem for Pepsi and Coke is, people haven’t been drinking either lately.
What’s the No. 1 beverage you see people carrying around with them?
WATER
You have to wonder how we ever survived before there was bottled water, or how our kids survived before we had them bring a bottle of water to sports practices.
Then you have all the other types of beverages that have become popular over the past decade.
Those include fruit juices, energy and boost drinks, and flavored, black and green teas ~ and no, Kool-Aid isn’t on the list.
So, what’s an old favorite like Pepsi to do?
Come up with a new advertising campaign…that’s what.
"ONE of the longest relationships in advertising is coming to an end as PepsiCo shifts the creative duties in the United States for its flagship soft drink, Pepsi-Cola, from BBDO Worldwide, which has produced campaigns for the brand since 1960.
For decades, BBDO and Pepsi-Cola collaborated on some of the most popular and successful sales efforts ever developed on Madison Avenue. The ads created by BBDO, part of the Omnicom Group, carried themes like “The choice of a new generation” and “The joy of Pepsi.” Many of the campaigns helped transform Pepsi-Cola from a sleepy also-ran behind the leading soft drink, Coca-Cola, into a tough competitor that challenges Coke constantly for control of the carbonated beverage market.
But lately, the battle between Coke and Pepsi is being won not by either brand but mostly by noncarbonated products like juices, teas, energy drinks, sports beverages and bottled water. And the most recent campaigns that BBDO has created for Pepsi-Cola have not resonated with consumers the way previous ads did."
Continued at the New York Times HERE
