Coca Cola and Pepsi have recently come out with Pepsi True and Coke Life. These beverages contain stevia, a natural sweetener, instead of sugar. I agree with my classmate, Stav Kimhi’s blog post on this. Coca Cola came out with the “green” cola before pepsi. They positioned themselves in the mind of the consumer earlier. In class we have discussed how brands need to be the first to position themselves in a market. We have learned this from Al Ries and Jack Trout, and this is true for Pepsi and Coca Cola. Coca Cola was the first to introduce the low calorie, stevia sweetened cola. For this reason, many people will think of it before thinking of Pepsi True. As the world attempts to combat obesity,there is more advertising against the consumption of sugary drinks. This puts companies such as Coca Cola and Pepsi head to head as they fight to stay relevant. Coca- Cola and Pepsi are not the only soda companies who have developed this. Dr.Pepper, Snapple Group and the American Beverage Association have all launched low calorie beverages to fight obesity. Although these soda companies are all working towards the same goal, I believe Coca-Cola has the advantage over them because it was the first to launch Coke Life .A brand will be successful when it is the first to implement an idea.
Sources:
http://www.businessinsider.com/pepsi-has-launched-a-new-green-cola-pepsi-true-2014-10
http://adage.com/article/cmo-strategy/pepsico-s-pepsi-true-salvo-cola-wars/295241/
https://blogs.ubc.ca/stavkimhi/author/skimhi/
Image Source:
http://fox2now.com/2014/10/02/coke-and-pepsi-launch-competing-green-stevia-sodas/