Pepsi: Difference between revisions
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'''Pepsi Cola''' is a non-alcoholic carbonated beverage produced and manufactured by [[PepsiCo]]. It is sold in stores, restaurants and from [[vending machines]]. The drink was first made in the 1890s by [[pharmacy|pharmacist]] [[Caleb Bradham]] in [[New Bern, North Carolina|New Bern]] [[North Carolina]]. The brand was trademarked on [[June 16]], [[1903]]. There have been many [[List of Pepsi types|Pepsi variants]] produced over the years, including [[Diet Pepsi]], [[Crystal Pepsi]], [[Pepsi Max]], [[Pepsi Samba]], [[Pepsi Blue]], [[Pepsi Gold]], [[Pepsi Holiday Spice]], [[Pepsi Jazz]], [[Pepsi Next]] (available in [[Japan]] and [[South Korea]]), [[Pepsi Ice Cucumber]] (available in [[Japan]] as of [[June 12]], [[2007]]). |
'''Pepsi Cola''' is a non-alcoholic carbonated beverage produced and manufactured by [[PepsiCo]]. It is sold in stores, restaurants and from [[vending machines]]. The drink was first made in the 1890s by [[pharmacy|pharmacist]] [[Caleb Bradham]] in [[New Bern, North Carolina|New Bern]] [[North Carolina]]. The brand was trademarked on [[June 16]], [[1903]]. There have been many [[List of Pepsi types|Pepsi variants]] produced over the years, including [[Diet Pepsi]], [[Crystal Pepsi]], [[Pepsi Max]], [[Pepsi Samba]], [[Pepsi Blue]], [[Pepsi Gold]], [[Pepsi Holiday Spice]], [[Pepsi Jazz]], [[Pepsi Next]] (available in [[Japan]] and [[South Korea]]), [[Pepsi Ice Cucumber]] (available in [[Japan]] as of [[June 12]], [[2007]]). |
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rootbeer is wayyyy better |
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==History== |
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[[Image:Pepsi soda.jpg|thumb|right|Pepsi soda in a cup with icecubes.]] |
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===Rise in popularity=== |
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During [[The Great Depression]], Pepsi gained popularity following the introduction in 1934 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to 5 cents, sales went through the roof. With twelve ounces a bottle instead of the six ounces Coca-Cola sold, Pepsi turned the price difference to its advantage with a slick radio advertising campaign, featuring the "Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you,", encouraging price-watching consumers to switch to Pepsi, while obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the twelve ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi Cola's profits doubled.<ref name="coke at home">Jones, Eleanor & Ritzmann, Florian. [http://xroads.virginia.edu/~class/coke/coke1.html "Coca-Cola at Home"]. Retrieved [[June 17]], [[2006]].</ref> |
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Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi Cola company. A long legal battle then ensued, with Guth losing. Loft now owned Pepsi, and the two companies did a merger, then immediately spun the Loft company off. |
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===Niche marketing=== |
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[[Image:Pepsi targeted ad 1940s.jpg|thumb|1940s advertisement specifically targeting African Americans.]] |
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Walter Mack was named the new President of Pepsi-Cola and guided the company through the 1940s. Mack, who supported [[progressivism|progressive]] causes, noticed that the company's strategy of using advertising for a general audience either ignored [[African American]]s or used ethnic stereotypes in portraying blacks. He realized African Americans were an untapped [[niche market]] and that Pepsi stood to gain [[market share]] by targeting its advertising directly towards them.<ref name="nytboyd">{{cite news | url=http://www.nytimes.com/2007/05/06/business/06boyd.html?_r=1&ref=obituaries&oref=slogin | last=Martin | first=Douglas | date=[[May 6]] [[2007]] | title=Edward F. Boyd Dies at 92; Marketed Pepsi to Blacks. | publisher=[[The New York Times]] | accessdate=2007-05-05}}</ref> To this end, he hired Hennan Smith, an advertising executive "from the Negro newspaper field"<ref name="capparellreview">{{cite news | url=http://www.usatoday.com/money/books/reviews/2007-01-22-pepsi-book_x.htm?csp=34 | title=Pepsi's challenge in 1940s: Color barrier | publisher=[[USA Today]] | first=Michelle | last=Archer | date=[[January 22]] [[2007]] | accessdate=2007-05-07}}</ref> to lead an all-black sales team, which had to be cut due to the onset of [[World War II]]. In 1947, Mack resumed his efforts, hiring [[Edward F. Boyd]] to lead a twelve-man team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a [[six pack]] of Pepsi while her son (a young [[Ron Brown (U.S. politician)|Ron Brown]], who grew up to be [[United States Secretary of Commerce|Secretary of Commerce]]<ref name="latboyd">{{cite news | url=http://www.latimes.com/news/obituaries/la-me-boyd5may05,0,7240282,full.story?coll=la-news-obituaries | title=Edward Boyd, 92; Pepsi ad man broke color barriers | publisher=[[Los Angeles Times]] | first=Jocelyn Y | last=Stewart | date=[[May 5]] [[2007]] | accessdate=2007-05-05}}</ref>) reaches up for one. Another [[ad campaign]], titled "Leaders in Their Fields", profiled twenty prominent African Americans such as [[Nobel Peace Prize]] winner [[Ralph Bunche]] and photographer [[Gordon Parks]]. |
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Boyd also led a sales team composed entirely of African Americans around the country to promote Pepsi. [[Racial segregation]] and [[Jim Crow laws]] were still in place throughout much of the U.S., so Boyd's team faced deal of discrimination as a result,<ref name="capparellreview"/> from insults by Pepsi co-workers to threats by [[Ku Klux Klan]].<ref name="latboyd"/> On the other hand, they were able to use [[racism]] as a selling point, attacking Coke's reluctance to hire blacks and support by the chairman of Coke to segregationist [[Governor of Georgia]] [[Herman Talmadge]].<ref name="nytboyd"/> As a result, Pepsi's market share as compared to Coke's shot up dramatically. After the sales team visited [[Chicago]], Pepsi's share in the city overtook that of Coke for the first time.<ref name="nytboyd"/> |
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This focus on the African American market caused some consternation within the company and among its affiliates. They did not want to seem focused on black customers for fear [[whites]] would be pushed away.<ref name="nytboyd"/> In a meeting at the [[Waldorf-Astoria Hotel]], Mack tried to assuage the 500 [[bottler]]s in attendance by pandering to them, saying, "We don't want it to become known as the [[nigger]] drink."<ref>{{cite web | url=http://www.pbs.org/kcet/tavissmiley/archive/200702/20070227_boyd.html | first=Smiley | last=Tavis | date=[[February 27]] [[2007]] | title=Edward Boyd | publisher=[[PBS]] | format=interview | accessdate=2007-05-04}}</ref> After Mack left the company in 1950, support for the black sales team faded and it was cut. |
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==Marketing== |
==Marketing== |
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Revision as of 19:51, 14 October 2007
| File:PepsiLogo.png | |
| Type | Cola |
|---|---|
| Manufacturer | PepsiCo. |
| Country of origin | United States |
| Introduced | 1902 |
| Related products | Coca-Cola RC Cola |
| Website | www |
Pepsi Cola is a non-alcoholic carbonated beverage produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years, including Diet Pepsi, Crystal Pepsi, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi Next (available in Japan and South Korea), Pepsi Ice Cucumber (available in Japan as of June 12, 2007).
rootbeer is wayyyy better
Marketing
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public.[1].
In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing."[2]
In 2007, PepsiCo announced that Pepsi's cans would be redesigned again.[3]
Celebrity endorsers
Unlike Coca-Cola, Pepsi and its associated beverages have had various celebrity endorsers and continue to use them. Joan Crawford married Al Steele who was director of the company, she filled Al's place on the board of directors after he died.
Slogans
- 1939: "Twice as Much for a Nickel"
- 1950: "More Bounce to the Ounce"
- 1958: "Be Sociable, Have a Pepsi"
- 1961: "Now It's Pepsi for Those Who Think Young"
- 1963: "Come Alive, You're in the Pepsi Generation".
- 1967: "(Taste that beats the others cold) Pepsi Pours It On".
- 1969: "You've Got a Lot to Live, Pepsi's Got a Lot to Give".
- 1973: "Join the Pepsi people (feeling free)".
- 1975: "Have a Pepsi day".
- 1979: "Catch that Pepsi spirit". David Lucas composer
- 1981: "Pepsi's got your taste for life".
- 1984: "The Choice of a New Generation".
- 1986: "We've Got The Taste" (Commercial with Tina Turner)
- 1991: "Gotta Have It."/"Chill Out"
- 1995: "Nothing Else is a Pepsi".
- 1997: "GeneratioNext".
- 1999: "Ask for More"/"The Joy of Pepsi-Cola".
- 2003: "It's the Cola"/"Dare for More".
- 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles)
- 2007: "More Happy"/"Taste the one that's forever young".
Types of Pepsi
- See also: List of Pepsi types
There are many types of Pepsi-Cola all differing in taste, price and appearance. Diet Pepsi is one of the most popular variations of the drink, containing no sugar and zero calories. Other popular low calorie variations of the drink include Pepsi Max, Pepsi ONE, Caffeine-Free Pepsi and Caffeine-Free Diet Pepsi. In Japan there is Pepsi Next, which is believed to be the equivalent of Pepsi MAX.
PepsiCo has marketed many different fruit flavors of the drink including: Wild Cherry Pepsi (1988), Diet Wild Cherry Pepsi (2005), Pepsi Lime (2005) and Diet Pepsi Lime (2005) and Pepsi Jazz diet cola with three flavors, Caramel Cream (2007), Strawberries & Cream (2006) and Black Cherry French Vanilla (2006). Pepsi Jazz was invented by Schwab Amin as part of a customer "What's Yo' Flava?" contest in 2006. PepsiCo also rivaled Coca-Cola's lemon-flavored products with Pepsi Twist. Pepsi Twist has been successfully marketed in Brazil (with lime instead of lemon), where a limited-edition version is also sold, the Pepsi Twistão, with an even stronger lime flavor. Pepsi A-ha, with a lemon flavor, was launched in India in 2002 but was not successful. Another type, Pepsi Samba, was released in Australia in the 3rd Quarter of 2005; it is Pepsi with a tropical taste of tamarind and mango.
PepsiCo has introduced many variant versions of Pepsi over the years that differ from the original version in either flavor, appearance or both. Crystal Pepsi, a clear cola free of caffeine, sodium and preservatives, was introduced in 1992 and phased out the following year. Similarly, the blue-colored berry cola Pepsi Blue was introduced in mid-2002 to a mixed response. PepsiCo withdrew it from the market in 2004. In 2006, Pepsi Gold was released.
PepsiCo has introduced coffee-flavored variations of the drink. In 2005, Pepsi Cappuccino was released in Romania and Bulgaria with another coffee-flavored cola called Pepsi Tarik in Malaysia and Pepsi Cafechino in India. In late 2005/early 2006 in the UK PepsiCo released Pepsi Max Cino, a cappuccino variant of its popular Pepsi Max beverage.
Many types of the drink have only been produced or sold for a limited time, such as Pepsi Holiday Spice, a spicy Christmas seasonal finish of ginger and cinnamon. Pepsi X is another variation which contains more caffeine than regular Pepsi-Cola and in addition also contains taurine and guaranine. It is similar to other energy drinks such as Red Bull.
PepsiCo markets Pepsi ONE in the US in place of Pepsi X (sold only outside the US and not currently available for import), as both are sweetened with SPLENDA® No Calorie Sweetener, and Pepsi ONE contains 4.6mg of caffeine per ounce without the added taurine and guaranine (Pepsi X has 2.5mg of caffeine and regular Pepsi has 3.13mg per ounce).
Criticisms
- See also: PepsiCo - Criticisms
Pepsi was banned from import in India in 1970 for having refused to release the list of its ingredients. In 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. One study led by the Center for Science and the Environment (CSE), an independent laboratory in New Delhi, found that the soft drinks contained residues of dangerous pesticides, with one dose 36 times greater than the European standard for Pepsi and 30 times greater for Coca-Cola [citation needed]. However, this was the European standard for water, not for other drinks. The presence of these products could provoke cancers, negatively affect the nervous and immune systems, and cause birth defects. No law bans the presence of pesticides in drinks in India. In 2003 and again in 2006,[4] the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, found that soda drinks produced by manufacturers in India, including both Pepsi and Coca-Cola, had dangerously high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products.[5] In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, has been banned.[6] Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals.[7] On September 22, 2006, the High Court in Kerala overturned the Kerala ban ruling that only the federal government can ban food products.[8]
Iran state television broadcasted anti-Pepsi propaganda, saying that the PEPSI letters stood for Pay Each Penny Save Israel.[9] PepsiCo has a bottling plant in Iran.[10]
Long-term health effects
Some nutritionists assert that the phosphoric acid component of Pepsi-Cola, and other similar soft drinks, may be deleterious to bone health in both men and women, with some studies finding the effects to be more notably pronounced in female subjects. See phosphoric acid in food.
Pepsi and other similar products contain a lot of sugar. An excessive intake of sugar is a contributing factor in certain kinds of diabetes. Sugar is also a leading contributor to tooth decay. Also the carbonation in pepsi along with most soft drinks destroys some of your calcium intake and in extremely rare cases can lead to osteoporosis.
In addition, both 'diet' and non-diet variants are highly acidic, which is a cause of degradation of tooth enamel, making decay due to subsequent sugar intake more likely. This is particularly exacerbated when a drink is sipped at frequent intervals throughout the day.
Rivalry with Coca-Cola
According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted blind taste tests in stores, in what was called the "Pepsi Challenge". These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more lemon oil, less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation.
In 1985, The Coca-Cola Company, amid much publicity, changed its formula. Some authorities believe that New Coke, as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola quickly introducing a modified version of the original formula (removing the expensive Haitian lime oil and changing the sweetener to corn syrup) as Coke "Classic".
Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. Saudi Arabia, Pakistan (Pepsi has been a dominant sponsor of the Pakistan cricket team since the 1990s), the Canadian provinces of Quebec and Prince Edward Island and the U.S. states of Michigan and South Carolina are the exceptions.[11]
By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its secret formula for Coke and dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In 1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Company returned in pursuance of India's Liberalization policy.[12] In 2005, The Coca-Cola Company and PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola India's market share was 60.8%.[13]
Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominance by relying on local Québécois celebrities (especially Claude Meunier, of La Petite Vie fame) to sell its product.[14] "Pepsi" eventually became an offensive nickname for Francophones viewed as a lower class by Anglophones in the middle of the 20th century. The term is now used as an historical reference to French-English linguistic animosity (During the partitionist debate surrounding the 1995 referendum, a pundit wrote, "And a wall will be erected along St-Laurent street [the traditional divide between French and English in Montréal] because some people were throwing Coke bottles one way and Pepsi bottles the other way"). [citation needed]
Comedian Dave Chappelle starred in ads for both Coca-Cola and Pepsi, an act which drew controversy. When referring to it in his show, Chappelle said, "I can't even taste the difference: all I know is Pepsi's paying more right now, so it tastes better."
In the U.S., Pepsi's total market share was about 31.7 percent in 2004, while Coke's was about 43.1 percent.[15]
In Russia, Pepsi once had a larger market share than Coca-Cola. However, Pepsi's dominance in Russia was undercut as the Cold War ended. PepsiCo had made a deal with the Soviet Union for scale production of Pepsi in 1972.[16] When the Soviet Union fell apart, Pepsi was associated with the old Soviet system, and Coca Cola, just newly introduced to the Russian market in 1992, was associated with the new system. Thus, Coca-Cola rapidly captured a significant market share away from Pepsi that might otherwise have needed years to build up. By July 2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.[17]
In the same way that Coca Cola has become a cultural icon and its global spread has spawned words like "coca colonization", Pepsi Cola and its relation to Russia has also turned it into an icon. In the early 1990s, the term, "Pepsi-stroika", began appearing as a pun on "perestroika", the reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of the relationship and the Soviet policy.[18]
Ingredients
| Amount per 100mL | |
|---|---|
| Energy | 196.5 kJ |
| Fat | 0 g |
| Sodium | 0.98 mg |
| Carbohydrates | 11.74 g |
| Sugar | 11.04 g |
| Protein | 0 g |
| Caffeine | 10 mg |
Pepsi-Cola contains basic ingredients found in most other similar drinks including carbonated water, high fructose corn syrup, sugar, colorings, phosphoric acid, caffeine, citric acid and natural flavors. The caffeine-free Pepsi-Cola contains the same ingredients minus the caffeine.
The original Pepsi-Cola recipe was actually available from documents filed with the court at the time that the Pepsi-Cola Company went bankrupt in 1929. Note that the original formulation contained neither cola nor caffeine.
Competitors
See also
- Pepsico
- Pepsi Stuff
- Soft drink
- Cola wars
- Coca-Cola (drink)
- The Coca-Cola Company (Competitor)
- Pepsiman (Mascot for the Japanese division of Pepsi)
- List of Pepsi types
Notes
- ^ SODAmuseum.com "The History of Pepsi-Cola", sodamuseum.bigstep.com, paragraph 31
- ^ PepsiCo - Company - Honors (2002), Promo Magazine, 2002.
- ^ Pepsi Can Gallery
- ^ Pepsi, Coke contain pesticides: CSE
- ^ Cola sales down 10% on state bans
- ^ Kerala bans Coke and Pepsi
- ^ Indian state bans Pepsi and Coke
- ^ Thomas, V.M. Indian Court Overturns Coke, Pepsi Ban
- ^ [1]
- ^ [2]
- ^ [http://www.strategymag.com/articles/magazine/20041015/vive.html "Vive la difference 'Does that mean I have to have a separate campaign?"], Strategy Magazine, October 2004
- ^ "India: Soft Drinks, Hard Cases", The Water Dossier, 14 March 2005
- ^ "Fizzical Facts: Coke claims 60% mkt share in India", Times News Network, August 5 2005
- ^ "The Pepsi 'Meunier' Campaign" (PDF). Canadian Advertising Success Stories (Cassies) Case Library. Retrieved 2007-08-21.
- ^ "Beverage Digest Press Release", Beverage Digest, March 4 2005 (PDF)
- ^ http://www.free-essays.us/dbase/b5/lvt48.shtml
- ^ "Coke Versus Pepsi, Santa Versus Moroz", The Moscow Times, December 30 2005
- ^ The word first appeared in an exhibit in the Harvard University Law School Library in December 1990 to February 1991, then in several articles and books by anthropologist David Lempert, who coined the phrase. Most notable is the third book inside the two volume set, "Pepsi-stroika" in Daily Life in a Crumbling Empire: The Absorption of Russia into the World Economy, Columbia University Press/ Eastern European Monographs, 1996.
References
- Beverage World Magazine, January 1998, "Celebrating a Century of Refreshment: Pepsi - The First 100 Years"
- Stoddard, Bob. Pepsi Cola - 100 Years (1997), General Publishing Group, Los Angeles, CA, USA
- "History & Milestones" (1996), Pepsi packet
- Louis, J.C. & Yazijian, Harvey Z. "The Cola Wars" (1980), Everest House, Publishers, New York, NY, USA
External links
- The origin of Company Pepsi
- Pepsi FAQ
- Pepsi World
- Pepsi Gallery - Pepsi Promotional site
- Pepsi Americas
- 'Coke, Pepsi losing the fizz'
- 1987 Audio Interview with John Sculley by Don Swaim of CBS Radio - RealAudio
- The Annual Pepsi Independence Day Celebration (Tri-Cities, TN.)
- The Pepsi Max Cappuccino Wire, a fan site to Pepsi Max Cappuccino.
- The Original Pepsi-Cola Recipe
- Nutrition facts
- (South African 1977 Radio Commercial)
- 1939 Radio Commercial (Twice as Much for a Nickel)
- Pepsi Commercials Online
