Catching up on my AdAge Pepsi Goes to Mush I was surprised, disappointed and sad to read in the March 12 issue that an oatmeal brand obtained the trademark for “Choice of New Generation”. I’m not kidding…
What is Pepsi management thinking? The origins of this tagline represents a positioning of Pepsi-Cola that goes back to the early 60’s with the Pepsi Generation. Both Phil Dusenberry and Alan Pottasch passed away in 2007. They were agency and client partners who over decades crafted memorable advertising and positioning of the Pepsi brand.
Pepsi management has lost its marketing compass. No doubt distracted by a series of capital investments and acquisitions and deals seeking to enhance shareholder value. But they’ve lost the focus on their most important asset THE BRAND and how it’s communicated, lived, and breathed throughout the world.
Warren Buffet says he’s invested big in Coca Cola over a generation because of its enduring brand presence around the world…Besides he loves Cherry Coke.
I’m afraid we can’t say what Pepsi is today; except for residual good will for brand campaigns of yesteryear. Perhaps that will show up on the PepsiCo balance sheet.
I wrote another article Pepsi Blinked in a previous post when it was announced that Brand Pepsi dropped to # after Coca Cola and diet Coke. A seminal point in the cola rivalry. I thought the category better for innovation when the two companies fiercely competed for consumer mind share.
Peter Klinge, Jr. was a Vice President at BBDO on the Pepsi-Cola. One of a long line of people associated with the company and proud to say so.
If business couldn’t get harder for Pepsi Co. Forbes details latest Coke strengths and market opportunities.
Michael Jackson image on Pepsi cans post mortem… Idea seems so retro un Pepsi. Might be different if they had a brand relationship with him prior to his death. But MJ was from the 80’s.
Pepsi shouldn’t look back BUT forward