Advertising strategies of Pepsi-Cola
Pepsi-Cola, produced in 1898, has had relatively successful history with the American society. According to an article titled "Coca-Cola," "Coke lost market share to competitor Pepsi-Cola, produced by PepsiCo, which for the first time topped Coca-Cola in sales" (par. 3). In 1954 an array of advertisements came about beginning with the slogan "The Light Refreshment" which later on incorporated "Refreshing Without Filling". After viewing an array of advertisements from this time period, it is clear that these slogans intended to appeal to upper class, wealthy individuals and women who were concerned with their weight. According to a web article entitled "The Evolution of Pepsi: From Sophistication to Sexiness," "At Pepsi's beginning, the marketers targeted the American woman's concern of enhancing her sophisticated and feminine appeal, reflecting America's idealized notion of beauty" (Reimer, Humble, Seldin). However, in 1984 Pepsi launched their new advertisement tactic "Pepsi.
The Choice of a New Generation" which greatly incorporated the use of sex appeal. Pepsi's main reasoning for this seems to have been that they believed that the society was transforming into a more sex driven place, therefore, incorporating sex would increase product sales. Pepsi's advertising has been geared toward the idea of wealth, weight loss, and the use of sex appeal in order successfully gross large sales for their product, however, they have done so by deceivingly making faulty promises that their product cannot keep.
A specific advertisement with the "Light Refreshment" slogan from the year 1960 displays a male and female who appears to be very classy and wealthy. The male is sitting in front of the piano and the female is lustfully pointing her finger towards the male while holding a glass of Pepsi in her hand. One noticeable symbol in the advertisement is the...