In Brazil Coca Cola has a larger market share than that of Pepsi. Recent researches show that Coca has 51%
while Pepsi has only 10%. Most of consumers never ask for Pepsi, instead, they
ask for Coca Cola or one of other options available in the place.
In 2010 Pepsi started a new campaign targeting especially young consumers showing that Pepsi could be good and clever choice. Pepsi could be better than your first choice (Coca Cola). There were made many commercials focusing on this idea, motivating people to try new things, which is easier to young consumers. I chose this commercial because it was elected in Brazil as the best commercial in 2010. Brazilian commercials are usually fun and Brazilians love that. I consider this commercial has good strategy and also good execution. It shows 3 different situations where there is only one option for something and people discover that it is a really good option. This specific commercial is seasonal and has been launched for spring/summer in whole Country. This commercial was really successful and after this campaign many Brazilians started to ask for Pepsi and they still have in their minds that Pepsi could be a good choice.
After this campaign Pepsi grow up 4% in market share which is huge number considering whole country. Moreover, more than 35% of people started to consider Pepsi as a choice because they remember this commercial.
In 2010 Pepsi started a new campaign targeting especially young consumers showing that Pepsi could be good and clever choice. Pepsi could be better than your first choice (Coca Cola). There were made many commercials focusing on this idea, motivating people to try new things, which is easier to young consumers. I chose this commercial because it was elected in Brazil as the best commercial in 2010. Brazilian commercials are usually fun and Brazilians love that. I consider this commercial has good strategy and also good execution. It shows 3 different situations where there is only one option for something and people discover that it is a really good option. This specific commercial is seasonal and has been launched for spring/summer in whole Country. This commercial was really successful and after this campaign many Brazilians started to ask for Pepsi and they still have in their minds that Pepsi could be a good choice.
After this campaign Pepsi grow up 4% in market share which is huge number considering whole country. Moreover, more than 35% of people started to consider Pepsi as a choice because they remember this commercial.
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