Marketing Against The Grain Marketing Execs React To The Netflix Pepsi Documentary
Dec 8, 2022
Discover the thrilling dynamics of the Cola Wars as marketing legends dissect Pepsi and Coca-Cola's strategies. Learn about Pepsi's innovative partnerships with icons like Michael Jackson and the birth of influencer marketing in the 80s. Unpack the crucial role of storytelling and emotional connection in creating brand loyalty. Dive into the importance of targeting your audience while navigating a sea of seemingly identical products. With insights on merchandise appeal and pop culture relevance, this conversation is a marketing masterclass!
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Differentiation in Commoditized Markets
- Most products are commodities or only slightly different, not radically unique.
- Winning in commoditized markets requires amazing marketing, a clear enemy, and a strong community.
Pepsi's Harrier Jet Fiasco
- Pepsi launched Pepsi Points, a rewards program where points could be redeemed for merchandise.
- One man took the joke seriously that 7 million points gets a Harrier Jet.
The Pepsi Generation Campaign
- Pepsi, the perpetual number two, focused on the attributes of their target audience rather than the product.
- This strategy aimed to resonate with the younger generation.