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Pepsi’s 2003 Advertising Campaign Essay

1488 words - 6 pages

Pepsi’s 2003 Advertising Campaign

Nowadays PepsiCo Inc. is among the most successful consumer product
companies in the world. It divides into two major domestic and
international businesses, beverages and snack foods. In order to
attract the broadest number of customers, advertising plays a
significant role. In this essay, the advertising campaign of Pepsi in
2003, which was unveiled not only on TV, but outdoor advertising as
well, will be analyzed. The aim for this campaign is about combine
consumption of food and Pepsi. A general picture of this advertising
campaign will be given at first. After that, more details will be
given by how that campaign has been presented, what the main message
is from that campaign and who the intended audience is. Moreover,
information will be given about how the media and other elements of
the advertisement affect the whole advertising campaign to persuade
customers.

When “Joy of Pepsi” was replaced by “Pepsi: It’s the Cola” in 2003,
this was a new advertising campaign with the most recognizable
taglines of popular culture. This new campaign highlights “the popular
soft drink that goes with everything from food to fun” (Pepsi, 2003).
Pepsi spent approximately 60% of their marketing funds on advertising
in media outlets including broadcast, magazine print, outdoor,
Internet and radio, “which it uses to target the teen demographic as
part of its youthful brand image” (Korolishin, 2005). In this campaign
for which the original version was “The Joy of Cola”, Pepsi unveiled
three TV commercials as well as initial outdoor advertising using
attractive pictures, particular words and famous stars.

In accordance with this campaign, the three initial commercials were
on TV first. “Summer Job” featured two young adults working in an
unglamorous profession. A young woman dressed in a hot dog costume is
passing out leaflets for the grand opening of Wiener World and she
becomes distraught when the passers-by ignore her. However, she finds
a friend, a young man, dressed as a Pepsi outside a nearby store.
Then, they walk off holding hands. In “Vacuum”, comedian Dave
Chappelle drinks a Pepsi while waiting for his date. When an
electronic, roving vacuum tries to get at his can of Pepsi, he refuses
to give it up. The vacuum sucks up his pants instead. Besides these
two ads, a commercial called “Tailgating” is a tribute to NFL Films
and features a group of men preparing for a Sunday showdown (Pepsi
2003). In the outdoor ads, Pepsi plan to post signs in delicatessens
and stores with lines such as “That pastrami and rye would taste even
better with a Pepsi” with an arrow pointing to the product nearby
which indicates the placement of advertising is also important as
well. However, in several of its new advertisements, particularly
billboards, Pepsi has...

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