During the Spring Festival, we always see overwhelming Coke advertisements, the most of which are Coca-Cola and Pepsi .
Because they are both Coke, I once thought that both of these Cokes belong to the same company. It was not until I saw the advertisements of the two of them that I realized that they were not a family and they were not in the same way.
So why are they so inconsistent? How did the hatred between the two come into being? Next, let’s take a look at the history and the love and hatred of Coca-Cola and Pepsi for a hundred years.
You may not believe it. Coca-Cola was originally an aphrodisiac!
In 1885, pharmacist John Pemberton made a medicinal wine called Pemberton French wine Cola in a pharmacy in Georgia, USA.
and claim that this wine will not only not get drunk after drinking it, but also has the effect of refreshing the mind. It is simply a must-have medicine for traveling at home and driving on the road. Therefore, it quickly became a household name.
But the good times didn't last long. In 1920, the United States issued the ban on alcohol . All beverages with alcohol content exceeding 0.5% were illegal.
This made John confused. Seeing that he was about to go bankrupt, he could only grit his teeth and improve the formula and replace alcohol with syrup and soda water .
It is precisely for this reason that the "happy water" that is popular all over the world - Coca-Cola was born.
No one has ever drunk this magic soda, and I don’t know if it’s good or not. So, John promoted that this set of Coke drinks is not only delicious, but also cures all diseases. It can not only treat neurasthenia, headaches, etc., but also strengthen aphrodisiacs.
is based on this false propaganda that Coca-Cola's sales soared. Although everyone found that it did not have the effect of strengthening aphrodisiac after drinking it, it could not withstand this thing.
And in that era, false propaganda was not illegal, and no one could do anything to John. Seeing that Coca-Cola made a fortune quickly, many imitators of Coca-Cola emerged on the market, and Pepsi was also born during that period.
The effect of its publicity at that time was to aid digestion, but at that time, American people couldn’t eat enough, so what else could they help digestion? So Coca-Cola doesn't take this clumsy fake seriously at all.
Pepsi can be said to have originally brought shoes to , Delicious, , and it was not worthy until a man appeared, which completely reversed the situation.
The Coke market has always been monopolized by Coke. No one can drink any of the miscellaneous brands like Pepsi. So after several changes, it was acquired by a New York businessman Charles Gus in 1931. He is the owner of the largest love candy company in the United States.
Originally, I was a candy seller and didn't want to get involved in any beverage market. It was mainly Gus' candy store. In addition to selling candy, they also sell beverages, especially Coca-Cola. It sold 4 million bottles a year, which is not a small amount.
As a big dealer, Gus wanted Coca-Cola to give a discount. Can it be cheaper when purchasing? Unexpectedly, the Coca-Cola store bullies customers and ignores him at all and tells him whether he likes to sell it or not.
Gus was so angry that he acquired Pepsi, intending to compete with Coca-Cola. He also wrote a special letter to mock Coca-Cola, saying that he was about to enter the Coke industry and would soon succeed in defeating Coca-Cola.
After a year of hard work, Pepsi was on the verge of bankruptcy without any surprise, so Gus thought that it was about to go bankrupt anyway, so it would be better to clear the position and sell it. In order to save costs, he directly packed the empty wine bottle he had finished drinking, and the price remained unchanged, because the wine bottle was twice as big as the Coke bottle. The same price as
, double happiness, allows many ordinary people who can't afford to drink Coke to grit their teeth and buy a bottle to try. After such trouble, Pepsi has come back to life and instantly became popular in North America. It successfully cut a market and became a powerful competitor of Coca-Cola.
Just when Pepsi was planning to compete with Coca-Cola, Japan attacked Pearl Harbor in 1941 and the United States announced its participation in the war.This sudden war disrupted Gus' plan, because in the war years, sugar was an important strategic material, and cola needed a large amount of syrup, so cola was sold at a limited time.
is just a ban, and the entire Coke industry is about to collapse. As the leader of the Coke industry, Coca-Cola doesn't want to sit still and wait for death.
So they immediately stood up and said they would sell Coca-Cola at a cost price, only five cents, so that US military soldiers from all over the world could drink Coke from their hometowns, and then sold 23,000 bags of sugar to the army at a low price, which won unanimous praise from the military.
American soldiers have said that for us, Coca-Cola is as important as bullets and food. In this way, Coca-Cola was not only not limited to supply, but even became an official designated drink, making a lot of money.
Not only that, Coca-Cola also built factories around the world with the US military. During the entire World War II , they built a total of 64 military bottling factories around the world. The American soldiers alone consumed 10 billion bottles of Coca-Cola, accounting for 70% of the global Coke market, leaving Pepsi far behind.
During World War II, PepsiCo was severely injured and then the war ended. Pepsi plans to continue to use low-priced promotions to seize the market, but this time everyone does not buy it, and even laughs at it as a drink that the lower class people drink.
You should know that once the low-end and cheap positioning is formed, it will be a fatal impact on the brand. So Pepsi immediately sought change. They first changed the packaging and replaced the bottle packaging with steel canned iron bottle . However, the packaging is simply hard to describe and attracted unanimous complaints from consumers.
followed by advertising marketing. With the large number of advertisements, it did attract a lot of people at the beginning, but it did not stop the decline. The failure of the transformation made Pepsi's sales bleak, and in the end it could only rely on low prices to survive.
didn't appear until the 1960s. In 1959, US President Eisenhower held a large-scale expo in Moscow, while the US was Vice President Nixon .
Just the night before the expo was officially held, Pepsi executive Pornard Kendall suddenly went to US Embassy to visit Nixon. These two are good buddies and have served in the same naval force.
This time Donald visited late at night, there must be something to ask for. Sure enough, he asked Nixon to help him and bring Khrushchev to Pepsi's booth at the exhibition tomorrow. Nixon naturally agreed to such a simple request.
The next day, Nixon took Khrushchev to the Pepsi Terminal and handed him a glass of Pepsi. Khrushchev took it away, and at this moment he was recorded by the photographer who arranged in advance by Donald. Then he made a big fuss and said that Khrushchev said it was OK after drinking it, and the Soviets all loved to drink Pepsi, etc.
Soon Pepsi got rid of its low-end positioning, and sales began to soar, just like a monkey who was riding the sky.
Don’t worry about going bankrupt at any time, Pepsi will start to make strategic layouts and position its core user group.
At that time, Coca-Cola was positioned as the whole age group, so how should Pepsi be determined? It happened to be that during World War II, the U.S. population showed an explosive growth, from 1946 to 1964 alone, which increased by 78 million in nearly 20 years.
Therefore, young people account for a large proportion of the population distribution, which gives Pepsi an opportunity to tie itself directly with young people.
For example, in advertisements, cool young people drink Pepsi, and old-fashioned parents drink Coca-Cola, which directly forms an opposition to Coca-Cola, one is young and energetic, the other is conservative and old-fashioned.
Listening to this operation, Pepsi won the support of young people and successfully seized the blockbuster market from Coca-Cola.
Originally, Coca-Cola's sales were five times that of Pepsi, but through this wave of marketing, it was twice the gap. At this moment, Coca-Cola was panicked. Is our authentic taste really worse than Pepsi?
Later, Coca-Cola discovered through research that the reason why Pepsi tastes better is because they add more sugar, which tastes sweeter and has a better taste.
Then Coca-Cola began to research sweeter recipes and soon launched a new Coke, thinking that it could beat Pepsi to the point of falling. Unexpectedly, when the taste changed, consumers immediately refused to buy it. The changing taste of
made consumers feel dissatisfied. Coca-based fans even paraded in the streets and poured the new Coke into the sewer. Coca-Cola Company can receive at least 8,000 angry complaints every day.
. Pepsi will naturally not miss this rare opportunity in a century. They took the opportunity to post advertisements and post pictures to sarcasm, which led to a 40% decline in Coca-Cola's market share.
Faced with huge public pressure, the new Coke was removed from the shelves by Coca-Cola Speed of Light after only three months of sales, becoming the shortest-lived Coke in Coca-Cola's history.
New Coke is undoubtedly a failure, but for Coca-Cola, it is a blessing in disguise. After experiencing a boycott of new Coke, consumers have rekindled their enthusiasm for the classic Coca-Cola, which has brought the classic Coca-Cola back to the top of the sales list.
However, PepsiCo is the one who makes more profits. Taking advantage of this conflict, Pepsi will occupy more markets and share the world with Keku.
However, although the two companies have different routes: Coca-Cola focuses on family traditions, while Pepsi focuses on young and fashionable. But we reached a consensus on one thing, that is, we must be vilifying each other. But this is also the cleverness of the two companies. Although they are vilifying each other, they are constantly creating hot spots so that the brand's popularity will not decline.
is like the magic marketing of Mixue Bingcheng , forming a memory point. When you want to buy Coke, you will choose one from KEY and Pepsi without touching other brands, thus forming a monopoly situation of duo.
Even the director of Pepsi expressed his feelings: No advertisement can be more attractive than binding Delicious to Pepsi.
data shows that as of 2019, Pepsi and Coca-Cola accounted for an astonishing 65.2% of the global carbonated beverage market.
It can be said that the mutual black operation of Coca-Cola and Pepsi makes their two companies occupy half of the carbonated beverage field respectively. On the surface, they are both blacklisted, but they also have the effect of mutual assistance.
This is the best era and the worst era. With capital thinking and innovative models, the whole world is your stage!
In the world of new business, there are no eliminated industries, only eliminated products and outdated business models. In the future, all business competition will focus on in product innovation and model innovation.
A company or a boss is destined to be defeated early if the innovation ability is short. Please remember that without innovation, there is no imagination!
