Secondary Research

Famous people to advertise the drink – footballers/singers – this would get teenagers attention    

Pepsi used to have a whole TV advert with two celebrities pretending to fight to win a can of the soft drink – this would have got attention again of teenagers as these were popular at the time and they would have liked them. But also a lot of different audiences would have seen the advert as it would have been global. By using some of the most famous footballers in the world, in one of their campaigns it is pretty hard to miss and knowing that football fans will be likely to see the advert, they can cover a large base of male or female football fans with at least one of the football stars featured. Same goes for the Pepsi advert using singing acts around at the time that are current, they would grab the attention of male or female music fans with one of the big stars featured in the advert.

Pepsi expand there drink by aiming at all different audiences even if they have one main target audience. By bringing out the same drink but with no added sugar or ‘Pepsi Max’ re-inventing the drink to its audience makes the drink seem new.

Areas of Pepsi’s target audience that are mainly aimed at is the sport audience. This shows through the companies’ campaigns with footballers and other celebrities doing sport activities in the companies advert. The adverts producers make the advert look like a big deal, in a big location which could be mistaken for a movie set. The celebrities featured in the advert are clearly shown throughout, with stars that can appeal to both male and female which is important. They can’t focus on either gender more than the other. This advert also shows the celebrities drinking the soft drink, this may also make the audience think that they drink it regularly and they want to do the same as their favourite star.

Pepsi’s slogan is pretty simple, it doesn’t aim at any particular group of their audience it keeps an open slogan stating ‘Pepsi, got to have it’. Compared to other soft drink companies this slogan used is not very catching or one that would be remembered easily by its audience. The colours of the Pepsi logo are very basic and the image isn’t anything in particular just shapes surrounding the name Pepsi.

The advertising techniques that Pepsi use are Testimonial and Wit and Humour. The testimonial advertisement is used through the television adverts. The wit and humour approach to advertising Pepsi use is in imaging. These images would be put up at bus stops, billboards or in magazines. 

 Polar bear used in Coke advertisements going for the crate of Pepsi instead of Coke.