Pepsi's latest slogan analysis: "that's what I like"

Obviously it's hard to talk about Pepsi without mentioning Coca-Cola. In my opinion, and according to several articles, Coca-Cola remains superior to Pepsi at the general level – although in some countries, especially those emerging, this is not the case.

Pepsi has assumed its role as a second hand, and in a some subliminal way in its claims it is often compared to Coca-Cola. This list of Claims in his story would highlight the following:

  • 1939–1950: "Twice as Much for a Nickel" –> twice as much… that competition
  • 1977–1980: "Join the Pepsi People (Feeling Free)" –> become part of those who do take Pepsi… instead of Coca-Cola
  • 1992: "The Choice Is Yours" –> you choose if you want to join Pepsi… or be "out"
  • 1998–1999: "It's the Tail" (100th anniversary commercial) –> Pepsi is the cola drink…. and not the others
  • 2003: "Its the Cola"/"Dare for More" –> dare to take Pepsi because it's better…. that competition
  • 2012: "Change The Game" –> the game changes… switch to Pepsi

I don't know, it's just me, or does anyone else think they live in an eternal comparison?

In other cases like McDonald's and Burger King the war goes both ways and they also often do so in rrss in a very obvious and fun way. But in this case, it's like Pepsi is just asking for care without getting it.

In this Article of The Drum featuring the new tagline "That's what I like" I've been very pleased with this phrase that Pepsi's vice president of Marketing comments about its consumers: "Not just their love of Pepsi, they're a little bit extra. Pepsi drinkers are comfortable in their own skin, they really enjoy their life unapologetically without worrying what other people think."

I totally believe it, because someone who voluntarily positions himself on the weaker public side is someone with great personality and confidentness. So, in that sense, the new Tagline "that's what I like" gives on the nail. Spots represent the way their consumers are being, they act that way because that's what they like. They're like that, period. No shame or anything!

In my opinion, good choice of Pepsi with that Tagline.

(Although I again think that subliminally he is telling us "this is what I like…. and not Coca-Cola!")

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