Pepsi Cola Media Plan

Paper Summary:

This paper outlines the development of Pepsi Cola from its discovery in 1893 by Caleb Bradham, a young pharmacist from North Carolina to the multi- million corporation it is today. It examines its advertising techniques over the years beginning with the very first advertisements and moving on to the different campaigns used through the 70s, 80s, 90s and today, evaluating different marketing campaigns, their effectiveness and how they impacted the wider marketplace. It looks at how Pepsi's branding strategy includes maintaining the brand equity and upholding the positive associations that are often linked with the Pepsi brand name such as youth, love, joy, and excitement and how Pepsi constantly tries to reinvent itself and invent new products and ideas.

From the Paper:

"Pepsi uses concepts, words, pictures, and visuals to complete the total concept for their advertising. Their logo is red, white, and blue portraying patriotism and an American classic taste. They also use the color blue frequently for their packaging, which is a refreshing color. The strong colors of red and blue are good at attracting a lot of attention. All of their products and advertising have the five basic design principles of unity, harmony, sequence, emphasis, and contrast. Their products' design is in a stately orderly format that commands authority and also emphasizes the products' refreshing, and cooling qualities."

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