PepsiCo has new ad campaign

Sally Herships Jun 28, 2011

PepsiCo has new ad campaign

Sally Herships Jun 28, 2011

Tess Vigeland: The last time PepsiCo came out with a new ad for its flagship product was three years ago. The soft drink giant was focusing its resources on its more healthful offerings. But now PepsiCo is turning its attention back to Pepsi itself.
Just in time for summer.

Sally Herships reports.

Sally Herships: Last night Pepsi debuted a new ad. Its first in three years.

Bartender in Pepsi Commercial: Santa, my man.

Santa Claus: Make it a Pepsi.

Bartender: Pepsi?

Santa Claus: Yeah, Pepsi.

Bartender: But Mr. Claus I thought you had a deal with, you know…

Santa Claus: I’m on vacation!

PepsiCo wants to remind consumers to have fun again — by drinking Pepsi, of course. For the past few years the brand has been focusing its marketing dollars on its non-carbonated options.

David Silver: The Gatorades, the orange juices, the Tropicana’s, the waters.

David Silver is a research analyst with Wall Street Strategies. He says the lower calorie, healthier area is one where Pepsi has seen an opportunity to pull ahead of Coke. But any successes that have bubbled up are at the expense of Pepsi. Last year the seldom-advertised drink slipped below Diet Coke to the country’s 3rd most popular soft drink.

Silver: Tweens right now, when they start drinking soda, aren’t really going to be looking for Coke and Pepsi, if you don’t market it to them.

Jeffrey Klineman is editor of Beverage Spectrum Magazine. He says this is a tricky time for soda companies. Pepsi-Cola is still near the top, but the entire category is going flat.

Jeffrey Klineman: How well do you continue to keep up a brand that’s slowly declining in share because the entire category is declining in share?

While building out your business for the future. Klineman says Pepsi is advertising Pepsi again because it has to. Both Pepsi and Coke have splashed around with new drinks like Coconut Water, but soda is still the largest part their business.

I’m Sally Herships for Marketplace.

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