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Essay on Internal Influences
Pepsi Cola has traditionally appealed to older, more suburban drinkers in comparison to Coca Cola’s more urban, richers fans. Pepsi has always tried to market it’s products by signing on popular personalities like Gloria Estephan, Cindy Crawford, Spice Girls and Michael Jackson. Realizing that infants of the baby boom would eventually evolve into teens with pocket money, the company has prided itself as the most innovative marketer in any industry in building youth appeal.
The history of Pepsi-Cola Company's advertising is a study in innovation. Radio, newspapers, billboards, skywriting, computer-enhanced graphics and celebrity endorsements--Pepsi leveraged all media to benchmark heights of creativity. As a barometer of the nation's mood, Pepsi advertising has reflected concern over tighter budgets (1934) and weight consciousness (1953), or simply a desire to be young and have fun (1993). Supermodels, "extreme" athletes, an unforgettable jingle and a merchandise offer that kept the brand name glowing in a crowded Olympic year are a few marketing highlights that ensured Pepsi's leadership as it heads toward its second century.
Pepsi has long demonstrated a knack for recognizing shifts in the national mood. As the baby boomers came of age in the early 1960s, advertising centered squarely on youth. Picture-perfect youth continued to thrive in company advertisements. Free spirits abounded in 1969's "You've Got a Lot to Live, Pepsi's Got a Lot to Give!" and 1973's "Join the Pepsi People Feelin' Free." (www.pepsico.com)
Pepsi was the first company in the United States to advertize in a minority magazine, signing a year-long contract with Ebony magazine. It was first to feature a minority in a predominantly white publication, showcasing Cleveland Browns football star, Jim Brown in a 1959 Sports Illustrated. And the company was responsible for one of the first point-of-purchase displays aimed at the minority market, a display which featured a small African-American boy....
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