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Pepsi

10 years of Pepsi
by

Lucy Roscoe

on 16 October 2012

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Transcript of Pepsi

Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo. Created and developed in 1893, it was later renamed as
Pepsi-Cola on August 28, 1898, then to Pepsi in 1961. In the last 5 years Pepsi have rebranded themselves as a younger generation brand. Pepsi Logo This 1991 logo stuck around until 1998. The colouring and layout has a definite vintage feel to it in comparison to... ...this 1998 logo. The 3D and shining effects add
a more modern vibe. Also, the colouring is clearer and crisper. In 2003, the logo changed quite radically. From the composition, to the font, shading, 3D effect and background. Its alot clearer and darker. This was the Pepsi logo in 2011. Notice the lower case text from upper case. The logo has simplified massively, from composition to the circle image. Three colours are used and no shading is apparent. Finally, this variation of the present logo is even more minimalistic with the white background. Keeping up to date with the current trend of simplicity and back to basics branding. Promotion This 2007 advert shows Carmen Electra on a date with a can of Diet Pepsi. Not only does does this promotion use celebrity endorsing but also humour. Notice the border and uppercase tagline 'Light crisp refreshing'. Sofia Vergara endorses this current advertisement for Diet Pepsi. Even though Pepsi always use celebrity endorsing, their brand image changes. The clean colours, change of packaging, simple composition and minimalistic font, all in lowercase, shows how much Pepsi have modernised the brand. In 2007, this is what the outdoor promotion for Pepsi looked like. They use a dangerous image in their signature colours of red, white and blue with the tag line 'dare for more'. This appeals to the 'super ego' in us. (Sigmund Freud's theory). This is the current outdoor promotion for Pepsi. It portrays a realistic lifestyle and aspirational social life. The layout is clear yet is more busy than the adverts 5 years ago. The tag line has changed also, to 'Live for Now'. This 2007 advert features David Beckham, another celebrity endorsement. After winning a shoot-off with a goalie, another footballer challenges him. This 2012 TV advert featuring yet another celebrity endorsement, Nikki Minaj, ties in with it's campaign 'Live For Now'. It also includes two non-celebrities who experience moments in time due to drinking Pepsi. This engages the consumer unlike previous adverts. 10 Years Ago Present 5 Years ago The adverts included one if not many celebrities, in a humourous story. The songs used were also famous for recognition. In this 2003 ad, Britney, Beyonce, Prink and Enrique Iglesias starred and sand to the song 'We will rock you' by Queen. Here, Britney recorded and released a song for Pepsi, called the 'Joy of Pepsi'. This was very successful and used as a tag line on some advertisements. Britney was the biggest female artist then. This advert is all based on humour and no celebrity endorsement. Pepsi have included non-celebrity adverts in recent years as opposed to just endorsments 10 years ago. Pepsi not only are famous for their advertisements and celebrity endorsements but also for the amount of promotional tools they use. From competitions to 'chance to win' freebies. All these are incentives to buy Pepsi rather than it's leading competitor. In 2003, Pepsi didn't so much as have competitions just collect and win promotions. This was maybe due to technology not being as big as it is now, not everyone had an 'iPhone' to text codes with. 5 years ago competitions and freebies were used by Pepsi a lot. With growing technology, Pepsi paired with iTunes and other music promotions as an incentive to buy. Notice the simplicity, and modernisation (using the latest phones on the advert) to sell. Gwen Stefani features in this 2006 advert, promoting a chance to win with iTunes. She was in the charts at the time so using her to promote music while promoting Pepsi was perfect. Today, Pepsi are still using many promotional tools as well as 'cool' and humorous adverts. They still pair up with leading brands such as Nokia and are, arguably, more daring with their giveaways, proving to competition they are still highly successful. Online Impression 10 years ago This 2003 screenshot of the Pepsi website shows lack of excitement. It is a very plain and unprofessional website, with clumsy navigation and layout. 5 years ago This screenshot of the 2007 website shows a vast change to Pepsi's online impression. The background images of regular people make consumers feel a part of the brand. Also, there is more promotion on the website, and an element of excitement with regards to layout and activities. Now Now, the website and online impression is ofcourse, better. From a technological point of view it's very advanced, with banners of videos, enter code competition, opening pages and links. The current logo is used and Pepsi have used a competition with the very big talent show ‘X-Factor’ to promote them and open their website. Having to ‘enter a code’ engages the consumer in a one-to-one marketing strategy. The website has advanced dramatically in ten years. Pepsi keep up with technology and modern times which is one of the reasons they are successful. Tone of Voice Pepsi has had a lot of campaigns recently, compared to Coca-cola, which made their tone of voice hard to differentiate. Their latest campaign,“Live for Now“– one that uses music to appeal to a younger generation of consumers, is defining Pepsi as a young and modern brand. Pepsi are communicating this through popular artists such as Nikki Minaj. The marketing team are refreshing their brand’s confidence and swagger as a pop leader. From its humble beginnings over a century ago, Pepsi has been bringing fun and refreshment to consumers for over a 100 years. Today, the company continues to innovate, creating new products, new flavors and new packages in varying shapes and sizes to meet the growing demand for convenience and healthier choices. Pepsi is constantly on the lookout for ways to ensure their consumers get the products they want, when they want them and where they want. This creates a very
business-to-consumer tone of voice. Now 5 Years Ago Pepsi's brand voice 5 years ago was a modernising one, teaming up with popular businesses and websites such as Youtube. Pepsi teamed up with YouTube to produce its first daily entertainment show called Poptub. This show deals with pop culture, internet viral videos, and celebrity gossip. In 2007, PepsiCo redesigned its cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks. This appealed to their consumers, making their voice a very thriving and busy one. Pepsi also use sex appeal in their voice. In 2006, Christina Aguilera was used for their 'Dare for More' campaign in revealing clothes. Also, Pepsi have a very humorous approach to their promotion which leads to a cheeky tone of voice and 'on the edge' adverts using their competitors. This creates talk about the brand amongst it's consumers. 5 years ago, Pepsi were also in the news for trying to be green, this makes their tone of voice more sustainable and friendly. Social Networks 5 Years Ago
Pepsi did not have a Facebook or Twitter 5 years ago. It was only created in 2009. Now Today, Pepsi's Facbook is full of promotion, fun and campaign dialect. Pepsi's new, younger generation tone of voice is communicated largely through their Facebook. With music festivals, 'Live For Now' campaign, polls, deals, music news and shop, Pepsi's dialect on Social Networks has improved dramatically since 5 years ago. Also, from being non-existant 5 years ago, Pepsi's Twitter also communicates their new, modernised rebranding to the younger generation.
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