Analyzing Pepsi's Creative Advertising Strategy and Campaign Report

This report provides a detailed analysis of Pepsi's creative advertising strategy, specifically focusing on their 'For the Love of It' campaign. It begins with an overview of Pepsi, its competitors (Coca-Cola, Dr. Pepper, Red Bull, and Nestle), and the company's financial performance. The report then delves into the campaign's objectives, which include regaining brand image, connecting with a younger demographic, and increasing sales. The marketing strategies employed, such as collaboration with the music industry, digital content creation, and innovative packaging, are discussed. The report also examines the target audience, message inspiration, and aesthetic elements of the campaign. Furthermore, it explores the campaign's execution, including the use of social media, TV commercials, and collaborations with artists. The report concludes by assessing the campaign's results, including brand recognition and its impact on sales, and provides a comprehensive overview of Pepsi's advertising efforts and their effectiveness in a competitive market. The report also includes a creative brief that outlines the goals and strategy for a similar campaign for Coca-Cola.

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pEPSI
Creative strategy in advertising
Report
Student Name
[Pick the date]

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Contents
Summary..........................................................................................................................................5
About...............................................................................................................................................6
Competitors......................................................................................................................................6
Strategies..........................................................................................................................................8
About a campaign............................................................................................................................8
Objectives........................................................................................................................................9
Results............................................................................................................................................10
Strategy and execution...................................................................................................................10
Brand recognition..........................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendix........................................................................................................................................17

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Creative brief
Client
Brand Statement Pepsi is a soft drink company that focused on convenient food and
beverages with the aim to become a global consumer product
company. Company’s mission is to offer delicious and affordable
food with healthy nutrients to the consumers.
Project Name “For the Love Of It”
Client Name “PepsiCo.”
Project Description and Deliverables
What is the purpose? To design a marketing campaign that creates a buzz among the
people, regain the brand image and cultural values and increases sales.
Deliverable One Instagram and Twitter posts
Deliverable Two Traditional media: TV commercials and Digital Content
Deliverable Three Innovative marketing Strategy, Pepsi collaborating with the Pop

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group that represents different artist from the music industry.
Company record the new Pepsi jingle and “ musical mnemonic”
Objectives
Goal One Company launches this campaign to refresh its brand image and to
connect with the Younger segment and digital-savvy customers.
Goal Two It increases the brand image of the company.
Target Audience
Who is the audience? The target audience of the company is young generation and digital-
savvy customers. The targeted age group is 13-34 and targets the
athletes and people who are overweight. Company products target
people from different culture and region. The core target segment of
the company is 18-25 age group and to provide health food because
of the trend of “Health-Conscious” among people.

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Messages
Inspiration In the statement of the campaign, it inspires the current music generation to
live their passion. It inspires the people who have an interest in football and
music and who trying to achieve things they love. Music is an essential part
of the brand, which helps, in emotional response from the customers. The
company mission is to integrate the brand into the personal lives of the
consumers through social media and company’s innovative advertisements.
Aesthetic
What does this
campaign look
like?
Entertaining, Inspiring, with innovative experiences.
Voice and Tone
What is the
voice of the
campaign?
Personal, Enthusiastic, Optimistic and Experimental

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Estimate
d Budget
The company expected the budget in millions of dollar.

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Summary
Pepsi is an American multinational corporation, which is a part of the food and beverages
company that deals with snacks and drinks. The revenue of the company in a financial year is
$66.4 billion (Pepsi.co, 2019). Pepsi has a varied range of subsidiaries such as Frito-lays salty
snacks and Tropicana orange juice. Company in the 2017 and 2018 facing declining sales so it
decided to implement the campaign with the motive to increase the sales in the soft drink market.
Company is continuing its brand image by targeting the Young generation and collaborating with
the music industry. The company implements it with the objective to gain a competitive and
sustainable advantage and to improve the structure of declining sales. This campaign gives fine
results to the company, increases the growth by 2 percent, and achieves the high-level brand
recognition from the targeted audience.

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About
Pepsi is a soft drink company that produces the carbonated drink. Company is located in the
United States and developed in 1893 by the brand of Brad’s Drink. Pepsi invention in 1970 was a
turning point for the company as they created bottle made of polyethylene terephthalate that was
lighter than the glass that would not shatter in case of a drop. Pepsi is one of the successful
company that selling its products in the 200 countries and territories. The annual retail sales of
Pepsi are more than $1 billion and have 22 brands (Pepsi.co, 2019). Company has six divisions
in North America, Sub-Saharan Africa, North Africa, Quaker Foods North America, Latin
America, and Sub-Saharan Asia. Pepsi is one of the leading food and Beverages Company and
its parent company is The Pepsi Bottling Group. In the previous year, company continued with
the growth strategy but also facing the declining sales. Company has a more product
diversification and robust position in the United States. The effective strategy of Pepsi is it
accomplishes the goals by setting the targets in the market (Forbes, 2016). The company adopted
the creative strategy by targeting the music industry and Youth generation in the global market.
The company through its campaigns regains the brand image and improves the revenue sales of
the company. Company’s mission statement offers the welfare of the employees and customers.
The food service of Pepsi has innovative portfolio of consumer-loved beverage and innovative
equipment’s. This report based on the Pepsi Company and its “For the Love of It “campaign in
2019. This campaign discussion includes the objectives and strategy while implementing the
campaign. It gives opportunity to analyses the real-life company. In the end, there will be
discussion on the how company establishes brand recognition through this campaign (Pepsi.co,
2019).
Competitors
The major competitors of Pepsi are Coca-Cola, Dr. Pepper Snapple, Red Bull, and Dabur Real
juice. The strongest competitor for Pepsi is Coca-Cola as they both are premier global consumes
brands. Both companies spend billions on products and campaigns. Both companies launch
campaigns to gain market share through sports sponsorships and mass media. As for instance,

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Coca Cola is official sponsor of the sports activities such as basketball, hockey and soccer and
potential sponsor of the FIFA World cup and soccer organizations ( Katie , 2018). Coca-Cola
gained access through the various numbers of sports that attract the youth and largest number of
people. Coca-Cola earns 70 billion in 2016 with the help of sports partnerships and sponsorships
(Prartap, 2018). In 2016, in the Rio 2016 Olympic company launches “That’s Gold campaign”
with the digital and out-home advertisements in the countries like US and Australia.
Pepsi has also derived success from sports arena campaigns and achieves the huge share in the
market such as the company announced an integrated advertisement campaign with the
Microsoft of football summer. Pepsi organized this campaign in the 14 countries and showing
TV commercial that improves the relationship with its audience. The soft drink has highly
competitive environment because there are so many brands and recently people are more health-
conscious towards the health and demanding the low sugar and carbohydrate in the drink. Pepsi
is a part of the food and beverages industry, which means it, includes all drinks such as flavored
milk, sports drink, and energy drinks. (Basin, 2019).
In the soft drink industry, the company’s competitors majorly are Cadbury, woodroofe, and
home brands. It is difficult for the customers to differentiate the products, as there are different
products so companies should adopt innovative methods to place different from the competitors.
Pepsi majorly depends upon customer loyalty and preserving the “Top-of-mind” position to
increase sales. Pepsi direct competitors are Coke Zero, low-calorie beverages and diet coke
(Forbes, 2016). The health-conscious consumers would rather choose the healthy products rather
than the products that harmful for their health so company must give healthy products to the
consumers such as Pepsi “Zero next alternative give threat too many soft drink companies in the
market (Forbes, 2016). Pepsi may also have threat from the Coke Zero because it is a zero-sugar
cola that made with the aspartame and saccharine. The major competitors of Pepsi are Coca-cola,
red bull, and Nestle. Every company has different strategy in the market such as Red Bull mainly
focuses on the core markets such as USA and Europe which giving tough competition to the
Pepsi. It sold 6.3 billion cans in the global markets, which is more than the Pepsi sales. Nestle is
not straight opponent of the Pepsi but it competes on the bottled water and covers major
customer segment in the United States and Poland. Coca-Cola is direct competitor for Pepsi with
a portfolio of 21 billion brands and earns 1 billion USD in a financial year (García, 2013).

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Strategies
The Innovative Marketing Strategy of Pepsi is that it collaborating with the Pop group that
represents different artist from music industry. Company records the new Pepsi jingle and
“musical mnemonic”. The company also generates a distinct experience and content around
World tour. The strategy of company as it launches the campaign in 100 countries with E-
commerce sites and Supermarkets that covers the huge amount of customers. The company
applies the TOMA (Top of mind awareness) and great visibility with the head-on competition
with the competitors. The company takes this campaign to the many international such as FIFA
world cup that covers the potential Youth of the countries. Pepsi in the “For The Love Of it
applies the five strategies that are differentiation strategy, price strategy, Distribution strategy,
Promotional strategy and Competitive strategy (Plant, 2010). In the differentiation strategy,
Pepsi differentiates itself by collaborating with the music industry and its advertisement reflects
the passion of Young generation and inspiring Today’s generation. In the price strategy company
sets according to the international markets such as prices of product were high in United States
compared to the other international countries. The price strategy of Pepsi was affordable for
targeted segment. The company gives its franchises to the music industry in the different 100
countries. The distribution strategy of company it distributes through the independent bottlers as
it saves and cost and time of management. The promotional strategy of company is to attract the
sponsors from the music industry and launched the prize schemes to attract the new customers.
Company has huge market share in the United States so its initial launching was in the United
States. Company’s product is available in the 100 countries with a competitive edge (Hafiz,
2015).
About a campaign
Pepsi publicized the new global marketing platform with the tagline “For The Love Of It” and
company will introduce a new content that rejoices the brand’s connection to entertainment. In
2019, company collaborates with the music industry and singers from different countries. The

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company applies innovative marketing strategy as it records Pepsi Jingle and “musical
mnemonic”. This campaign includes design-led packaging, digital content and TV commercials.
The company also generates innovative experiences and new content. Pepsi launched the new
global marketing campaign in the 100 countries. In 2019, Pepsi using the social media platform
and will feature new content throughout the year in accordance with the press release. In the
following campaign, Pepsi collaborates with the music industry and the pop group or other
singers and dancers. The “for the love of it” brand includes digital content and TV commercials.
The identity of this brand also included design-led packaging and out of home art displays. The
managers interact with the target audience on the social media with hash-tag “For the Love of
It”. (Handley, 2019).
Objectives
 The company launched this “For the Love of It” campaign with the objective to regain
the brand image and cultural relevance. Another objective of the campaign is to continue
the legacy and motivate the current music generation to love their passion ( Gordon,
2011).
 Company launch this campaign is to generate excitement with the Youth segment of the
audience by connecting with the fans, celebrities, and innovators. Through this campaign,
the company wants to create a buzz among the people.
 The major objective of this campaign is to increase the market share and to build a long-
term relationship with the customers with the music industry. Music is the core segment
of the company and through this; it increases the liking among target audience (Burchell,
2013).
 Through the Campaign Pepsi, build a relationship with customers on the personal level
through music and passion like football. They incorporate the idea of summer and music
to represent fun and excitement for the youth.
 Pepsi sold its products globally and hold 10 percent and this campaign launched to
connect with consumers in order to increase the number of sales. Company analyze the
current market changes and trends and observe the audience interest towards the music