Brand Key Theory | Communication strategies under PepsiCo's rejuvenation strategy

Since June 16, 1903, when "Pepsi Cola" was registered as a trademark to today, PepsiCo, as a world-class brand, has gone through more than 100 years of development. Especially in the shadow of Coca-Cola's preconceptions, especially in the role of the pursuer, moving forward in strong competition, growing in self-transformation, interpreting a very unique and inspiring classic case of brand integration communication and marketing.

Why Pass: Drum and shout, shout and shout - all for the sake of youthful strategy

As a challenger, Pepsi Cola abandoned the strategy of "comprehensive coverage" regardless of men, women and children, and positioned the target group of consumption on young people, playing "cool youth drink Pepsi, and the outdated fathers drink Coca-Cola." " slogan. Most of the young Americans in the 1960s were influenced by the Beatles to pursue rebellion and freedom. Therefore, Pepsi has become an important symbol of their "boundaries" with their parents. The implementation of differentiation in consumer positioning has led to a steady increase in PepsiCo's market share.

In this way, through brand communication, Pepsi Cola establishes the image of "young, lively and era", and forms a distinct difference with Coca-Cola's "old, outdated, outdated" image in terms of brand proposition and brand tone, so that consumers can form a clear and profound cognition and differentiation, and then, in the market competition with Coca-Cola, they have divided their own brand territory - it has become the core purpose of Pepsi's brand communication.

To whom to pass on: facing a new generation, establishing a new image - the choice of a new generation

Based on the brand strategy of rejuvenation, PepsiCo targets young people. In view of the "real Coke" transmitted by Coca-Cola, the main classic and authentic image, Pepsi "does the opposite", conveys "the Coke of young people", makes Pepsi a "new generation of choice", takes young people as its target consumer group and main communication object, and forms a cognitive distinction between "old" and "new" with Coca-Cola.

In 1983, PepsiCo President Roger Enrique defined for the first time the brand image that PepsiCo was born for the new generation. Since then, PepsiCo has always maintained a youthful, energetic, bold and breakthrough posture, and has become the choice of each generation of young people. According to the latest survey results of AC Nelson,——— the world's third largest survey company in Asia, PepsiCo has become the favorite soft drink for young people in China, and PepsiCo's advertising is also the most popular among teenagers. In this regard, relevant experts believe that the important reason why teenagers love Pepsi is that it caters to the fashion culture orientation of young people.

Pass on what: Break the mold and meet the challenge – Coke for young people

According to the group positioning of young people, in the mental connection with young people, "breaking the routine and meeting the challenge" has become one of the most important communication contents of PepsiCo. Constantly convey the brand appeal of "Coke for young people" and "Pepsi Cola, the choice of a new generation", advocate "fresh stimulation, unique", put forward the consumer taste and lifestyle of "new generation", at the same time, in product packaging, advertising promotion, product promotion and other aspects of the bias towards "lively, passionate", its slogan, style is in line with the taste of teenagers, and continues to deepen along this route. Invite the new generation of superstars to act as brand spokespersons, personify the brand content, and influence their perception and differentiation of the brand through the idol complex of the new generation of young people. This encourages young consumers to take on different challenges and receive amazing and distinctive life experiences and rewards.

Where to pass: sports, music, stars – where you are and where I am

As mentioned above, PepsiCo has always regarded music and sports, which are loved and widely participated by young people, as the medium of brand communication, and organized and sponsored various festivals, competitions and celebrities related to music and sports as the medium of brand communication to influence young people mentally.

In terms of music, as a trend culture leader, PepsiCo has always been the only recognition and best choice for young people who love music. Pepsi Cola represents the firm position and pursuit of trends of young people, the attitude of loving music, and always selects the most popular endorsement stars of young people. In sports, music for various events and events, as well as the stars of sports, have become an important medium for the communication of the Pepsi brand.

Through the two major communication media of music and sports, PepsiCo has well disseminated its brand proposition and brand tonality that respects vitality, passion and dynamicness, and has formed distinct characteristics and differences with Coca-Cola's more emphasis on life, conveying the beauty of life, and creating wonderful moments and memories. In the end, PepsiCo has always stood side by side with Coca-Cola in the market competition with Coca-Cola.

How to pass: advertising music, sports creativity - not only the scene, reach the heart

In terms of music, communication with young consumers is mainly achieved through the creation and dissemination of advertising songs. Pepsi's advertising music is characterized by fast-paced, multi-harmonic music with varied melodies, so that these songs can attract the attention of young audiences in the first place. At the same time, the advertising slogan in the song is repeatedly re-sung as the climax of the song. Over time, the melody of a certain fragment of the musical work will involuntarily repeat itself in the brain and haunt the heart. In the end, the melody will form an indelible mark along with the slogan.

In terms of sports events, Pepsi Is the same as the brand communication form of events + stars. During the 2010 World Cup, stars such as Kaka, Messi, Henry, Torres, Drogba, lampard and others appeared in an advertisement for PepsiCo, an unofficial sponsor, called "Refresh Your World" . During the 2014 World Cup, PepsiCo launched the Unbelievable (Unbelievable) series of events.

At the same time, the "mixing" of music and sports, the "grafting" of stars and communication, forming the effect of 1+1>2, is also a good play for Pepsi. During the 2014 World Cup, PepsiCo combined its signed stars with music industry spokespeople Stony, Janelle Monae, Beyonce, Alicia Keys to stage a "Rio tour": with Messi, Van Persie, Aguero, David Luiz, Wilshire, Ramos all appearing, everyone gathered in the streets in the song of "We can be heros" (we will be heroes). Pepsi Has once again completed the World Cup's momentum spread. The "Shake Your Body" commercial song during the 2014 World Cup was paired with passionate and innovative soccer dances.

Let consumers feel the passion of Pepsi When feeling the heat wave of the World Cup.

As a challenger, Pepsi Cola did not imitate Coca-Cola's brand communication strategy, but dared to innovate, through a distinctive advertising, to establish a "vibrant" image for the brand, and to carry forward the brand's positive, up-to-date, relaxed and lively and unremitting pursuit of a better life of the new generation of spirit to every corner where Pepsi Cola is located.

At this point, a view of Dr. Teng Tai, a well-known economist and president of the Wanbo New Economic Research Institute, can help us understand the enlightenment brought by PepsiCo's way of competition:

"The rise in the price of Moutai is not actually a change in its taste or formula, but a change in the social trend and social culture that Moutai Liquor Company has followed and won, which has enhanced its experience value."

We can adjust the above paragraph slightly, and the argument will still hold:

"The way Pepsi and Coca-Cola compete is not based on changes in its taste or recipe, but on Pepsi's following and winning over social trends and changes in social culture, which enhances its experience value."

Finally, to borrow the famous saying of the German philosopher Hegel: existence is reasonable. The reason why a world-class brand like Pepsi Cola can stand for a hundred years without falling down must contain a deep understanding of the inherent nature of the brand and a precise grasp of the law of brand development. This is where the Tao is worth learning and learning.

Produced by Modern Advertising Magazine