Marketing

https://www.youtube.com/watch?v=TnABZM83hqg

In the battle for a 1% or 2% market share, the great battle between Coca Cola and Pepsi Co is certainly one of the most baited fight over the soda market. Indeed, these two major companies compete in a definitely mature market. It means that the war between them is more than ever bloody and baited!!!

I found that this ad is a perfect representation of what is going on currently. Here, the competition is embodied by an “sculpture” competition between two representants of Coke and Pepsi, for two “sugar-free” products, in an aisle of a supermarket. At the beginning, the Coca Cola guy seems to be quite self-confident about his power and his capacity to beat the Pepsi guy. But at the end, Pepsi settle its supremacy over Coke with Snoop Dog poping up at the top of the Pepsi “pyramid stage”.

Pepsi uses here the influence of a kind of a leader for the a lot of kids, young adults and adults. Snoop dog gives to Pepsi a “cool” image that Coca Cola doesn’t have.

But I think what impressed me most in this ad is that Pepsi doesn’t hesistate to show its main competitor products (Coca zero). It is quite uncommon to see that. Maybe it’s because this competition is actually occuring in a mature industry environment and that Pepsi assumes that everybody is aware of this competition between Coke and Pepsi.

To siummarize, I really like this ad because the real business competition is represented by another form of competition.

Snoop Dog is the icing on the cake!