A Case Study of the Pepsi

Advertisement for Halloween 2013Vitug, Catherine Louise S.11340835

BACKGROUND INFORMATION• “PepsiCo's overall mission is to increase the

value of our shareholder's investment. We do this through sales growth, cost controls and wise investment of resources. We believe our commercial success depends upon offering quality and value to our consumers and customers; providing products that are safe, wholesome, economically efficient and environmentally sound; and providing a fair return to our investors while adhering to the highest standards of integrity.” - PepsiCo

• PepsiCo and Coca-Cola have been in soda wars since ages ago and apparently, things infrequently get personal, which at times echo in their marketing strategies.

According to a 2011 article by Business Insider…

SOURCE:http://thenextweb.com/shareables/2013/11/04/pepsi-won-halloween-thanks-to-this-clever-ad/

HOW DID THE DIGITAL MEDIA HELP PEPSI IN BECOMING AN ENGAGING COMMUNITY FOR A TARGET AUDIENCE?

A CASE STUDY

• By the advertising agency, Buzz in a Box, in Brussels, Belgium, Pepsi released its costume/satirical advertisement for Halloween 2013.

• Pepsi’s target market are reflected to be the young adults and the teenagers, based from its taglines, “LIVE FOR NOW” and “PEPSI GENERATION.”

A CASE STUDY

• According to reports, the ad became viral to over a million people in less than 24 hours.

• On Halloween 2014, the ad popped out again in different social networking sites and had been painting smiles and receiving comments all over again from people around the globe.

A CASE STUDY• Pepsi used the social media in

providing the Halloween tradition that everyone should wear scary costumes thus carrying the message that Coca-Cola epitomizes the scarier beverage selection you have.

• According to the Ads of the World, the ad is considered to be “one of the most successful ads of all time on social media.”

A CASE STUDY

• Through social media, Pepsi might have reached its target audience based from the reports, either positively or negatively.

• It is also through social media on why Coke fans were able to backfire and change the tagline into something very interesting and favorable for them, Pepsi saving more attention from the people.

SOURCE: http://thenextweb.com/shareables/2013/11/04/pepsi-won-halloween-thanks-to-this-clever-ad/

A CASE STUDY

•WHO GAINED PROFIT FROM PEPSI’S HALLOWEEN ADVERTISEMENT? IS IT REALLY TEAM PEPSI?.....OR TEAM COKE??

TWITTER FOLLOWERS AND FACEBOOK FANS AS OF

NOV. 14, 2014

PEPSI POSTS VERY CATCHY TWEETS COMPARED WITH COKE’S…

INSIGHT:

• I honestly prefer Coke when it comes to the taste but with marketing and advertising, it is sometimes better to be indirectly naughty and should be continuous and catchy if you really want to catch the attention of your target audience, because as a young adult, Pepsi has been winning it, and Pepsi has been winning me…

SOURCES:• http://www.ask.com/business-finance/pepsi-s

-target-market-5e782eec7f91bfed#• http://justsomething.co/pepsi-teases-coca-col

a-with-this-halloween-advertising/• http://thenextweb.com/shareables/2013/11/

04/pepsi-won-halloween-thanks-to-this-clever-ad/

• http://thenextweb.com/shareables/2013/11/04/pepsi-won-halloween-thanks-to-this-clever-ad/

• http://kickerdaily.com/pepsi-dressed-up-as-coke-for-halloween-ad-draws-a-lot-of-smiles/

• http://www.businessinsider.com/soda-wars-coca-cola-pepsi-history-infographic-2011-11?op=1

• http://www.referenceforbusiness.com/history2/40/PepsiCo-Inc.html