Coca-Cola Vs Pepsi : the war returned
“The Cola Wars” is the name that has been given to the wars between the two soft drinks manufacturers Coca-Cola and Pepsi. Like all companies, especially for direct concurrents, they both wanted to be the best. To accomplish this, they attacked each other with advertisements on television and marketing campaigns in the ’70 and ’80.
But now after all these years, there’s again a fight with as objective the sugar-free products ‘Coke Zero’ and ‘Pepsi Max’. After a campaign of Pepsi, Coca Cola attacked back and declared their long-term strategy: they’ll make healthier drinks and show enthusiasm for sustainable products just as Pepsi. But the war will probably just stay in America; in the Benelux the manufacturers just want to show the strongest features of their brand. Negative advertisement may be effective in the US but not in the Benelux; here you’ll have to invent a campaign where you’ll let the own power of the product talk.
This is a clear example of two companies who want to rule over the world and who’re having each the same brand personality worldwide but are using other tricks in each country to accomplish this.
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