My class was exposed to a comparative ad, in which we were to analyze from a marketing point of view.
Pepsi made a commercial of a young boy who purchased two Coca Cola’s from a vending machine which he placed on the ground in order to reach the Pepsi button. He collected his Pepsi and walked away without the Coca Cola’s. After watching the commercial my class, began to laugh and applaud for the commercial. There is no doubt in my mind that this commercial has received various reactions from its 2 million viewers. Although it does grab viewers attention, is it ethical? I believe that the video unethically attacks it’s greatest competitor. In addition to being unethical, I believe that it has created a negative image within Pepsi consumer’s minds. This commercial did not re position Coca-Cola in viewers minds rather, it boasted that Pepsi was the better brand. Consumers are often not receptive to this type of ad as it does not include any point of differences which would make them superior to Coca-Cola. Although this ad is entertaining I believe that it is unethical in nature.
Attached is a link to the short comparative ad: Pepsi vs. Cola Ad
