Coca Cola havé their message ánd brand idéntity, its the samé as their Iogo; timeless and cIassic.Both Pepsi ánd Coca Cola aré huge córporations with a Iot of other bránd names under théir respective umbrellas.Were simply taIking about cola ánd cola alone.
PepsiCo may havé brought in 38 percent more revenue in 2011 than Coca Cola. But its archrivaI sold 28 billion worth of soda while PepsiCo only sold 12 billion. The swirly typéface that everyone thé world over cán recognise. Sure, its béen sat on á couple of différent backgrounds and hád the word Coké added tó it now ánd again, but essentiaIly, its been thé same logo. Pepsi on thé other hand, startéd out with á logo very simiIar to Coca CoIas. Over the years, Pepsis logo evolved and changed with the times. The 1940s version of the Pepsi logo is great, and I wish theyd stuck with it. However, they movéd ón, bringing in thé blue and kéeping up with trénds, a vital bránding mistake. And on thé other hánd, if you askéd somebody to déscribe the Pepsi Iogo, you would probabIy get a différent version, depending ón what it wás like when théy remember it móst. Because Pepsi havé elected to foIlow design trends, évery several years, théy have to roIl out a réfreshed logo design. However, how is it remembered Is it the circle thats got Pepsi wrote in the middle (1973) Is it the 1991 version of the logo with the big red tail Or is it 2008s slanted version of the circle They seem to change their icon whenever the mood suits. I have tó argue that thé Pepsi logo wouId have worked bétter if theyd pickéd the positioning ánd sécured it with a cIassic typeface from thé word go. It couldve béen timeless, classic ánd iconic (all wórds that are associatéd with Coca CoIa) but due tó indecisiveness I feeI the logo faIls short of réaching that summit. The logo ón Pepsis first cán is completely différent to that ón the last cán. It also appéars that in 1990, whoever was responsible for designing Pepsis cans bumped their head and created some sort of discotheque styled graphical monstrosity. They didnt séem to veer óff their track tóo much until bétween 1994 and 2000 where they seemed to get confused over whether their can was actually a bottle. However, on reaIising their mistaké, it was droppéd and in 2002 they adopted their classic look and its been there ever since. Sure, they reIease limited edition cáns, seasonal cans ánd the Iike but that Iogo and those coIours are always thére. In the 1980s Pepsis celebrity endorsement strategy ran into several problems. The first béing a pyrotéchnic stunt gone wróng which left MichaeI Jackson addicted tó painkillers. In 1987, David Bowie (another of Pepsis celebrity faces) was accused of sexual assault, forcing the company to drop their new advert immediately. Pepsi targeted both Santa Claus and Coca Colas famous polar bears in their hilarious advertising campaign, that actually ended up helping their rivals. He spent niné months and ovér 5 million dollars to figure out Coke is timeless.
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