media hard copy

8/8/2019 Media Hard Copy

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Caleb Davis Bradham was born in Chinquapin, North Carolina on May 27, 1867. Hegraduated from the University of North Carolina at Chapel Hill and attended theUniversity of Maryland School of Medicine, circa 1890. He dropped out of medicalschool because his fathers business was going bankrupt. After returning to NorthCarolina, Bradham taught public school for about a year, and later opened a drug storeon the corner of Middle and Pollock Streets in downtown New Bern. He named the storeBradham Drug Company and, like many other drug stores of the time, housed a sodafountain. In 1893, Bradham invented Brads Drink, a blend of carbonated water, sugar,pepsin, kola nut extract, vanilla and rare oils at this location. On August 28, 1898,Caleb renamed his drink Pepsi-Cola, after a combination of two ingredients, pepsin

and cola. He believed his drink was healthy as it aided in digestion much like thepepsin enzyme does. In 1898, Caleb Bradham wisely bought the trade name "PepCola" for $100 from a competitor in Newark, New Jersey that had gone broke. Hisassistant James Henry King, a young African American was the first to taste the newdrink.

In 1902, Bradham launched the Pepsi-Cola Company in the back room of his pharmacy

and on December 24, 1902 the Pepsi-Cola Company was incorporated in the state of

North Carolina. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was

officially registered with the U.S. Patent Office. At first, he mixed the syrup himself and

sold it exclusively through soda fountains. That first year, Bradham sold 7,968 gallons of

syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also

expanded his operation by opening a second Drug Store at the corner of Middle and

Broad Streets. Caleb soon recognized that a greater opportunity existed to bottle Pepsi

so that people could drink it anywhere. In 1905, Bradham began selling Pepsi-Cola in

six-ounce bottles and awarded two franchises to Charlotte and Durham, North Carolina.

The following year, 15 franchises were awarded, with another 40 by 1907. In 1910 there

were 250 franchises in 24 states and in January of that year the Pepsi Cola Company

held their first Bottler Convention in New Bern.

Caleb Bradham enjoyed 17 years of success with Pepsi-Cola. However, he had

gambled on the fluctuations of sugar prices during WWI. He believed that sugar priceswould continue to rise, but they fell drastically, leaving him with an overpriced sugar

inventory. Pepsi Cola went bankrupt in 1923 and its assets were sold to Craven Holding

Corporation for $30,000.


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Pepsi-Cola trademark

The original stylized Pepsi-Cola logo

The second stylized Pepsi-Cola logo

The original trademark application for Pepsi-Cola was filed on September 23, 1902 with

registration approved on June 16, 1903. In the application's statement, Caleb Bradham

describes the trademark as an, "arbitrary hyphenated word "PEPSI-COLA," and

indicated that the mark was in continuous use for his business since August 1, 1901.

The Pepsi-Cola's description is a flavoring-syrup for soda water. The trademark expired

on April 15, 1994.

A second Pepsi-Cola trademark is on record with the USPTO. The application date

submitted by Caleb Bradham for the second trademark is Saturday, April 15, 1905 with

the successful registration date of April 15, 1906, over three years after the original

date. Curiously, in this application, Caleb Bradham states that the trademark had been

continuously used in his business "and those from whom title is derived since February

15, 1896." While Pepsi-Cola was filed in the same category of personal and legal andsocial services in both applications, in the 1905 application the description submitted to

the USPTO was for a tonic beverage. The federal status for the 1905 trademark is

registered and renewed and is owned by Pepsico, Inc. of Purchase, New York.


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Rise

During the Great Depression, Pepsi gained popularity following the introduction in 1936

of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price

was slashed to five cents, sales increased substantially. With a radio advertising

campaign featuring the jingle "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," arranged in such a

way that the jingle never ends. Pepsi encouraged price-watching consumers to switch,

obliquely referring to the Coca-Cola standard of six ounces per bottle for the price of five

cents (a nickel), instead of the 12 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.

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, Guth v. Loft, then ensued, with the case reaching the Delaware

Supreme Court and ultimately ending in a loss for Guth.


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co-workers to threats by the Ku Klux Klan. 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 for segregationist Governor of Georgia Herman Talmadge. 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.

This focus on the market for black people caused some consternation within the

company and among its affiliates. They did not want to seem focused on black

customers for fear white customers would be pushed away. In a meeting at the Waldorf-

Astoria Hotel, Mack tried to assuage the 500 bottlers in attendance by pandering to

them, saying, "We don't want it to become known as a nigger drink." After Mack left the

company in 1950, support for the black sales team faded and it was cut.

Marketing

Pepsi logo (1973-87). In 1987, the font was modified slightly to a more rounded version

which was used until 1991. This logo was used forPepsiThrowbackin 2010.


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Pepsi logo (2003-2008). PepsiWildCherryand PepsiONEcontinued to use this design

through March 2010. It was outside of the U.S. until 2010. The original version had the

Pepsi wording on the top left of thePepsi Globe. In 2007, the Pepsi wording was moved

to the bottom of the globe.

Photo of a Pepsi can.

Pepsi bottle in Mexico. This logo was still in use in Mexico and most countries throughearly 2010. This Pepsi logo was last used in Canada in May 2009.

From the 1930s through the late '50s, "Pepsi-Cola Hits The Spot" was the most

commonly used slogan in the days of old radio, classic motion pictures, and later

television. Its jingle (conceived in the days when Pepsi cost only five cents) was used in

many different forms with different lyrics.


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With the rise of television, Pepsi utilized the services of a young, up-and-coming actress

named Polly Bergen to promote products, oftentimes lending her singing talents to the

classic "...Hits The Spot" jingle. Some of these Bergen spots can be seen on

ClassicTVAds.com.

Through the intervening decades, there have been many different Pepsi theme songs

sung on television by a variety of artists, from Joanie Summers to The

Jacksons to Britney Spears. Scroll down to Slogans for a list of the campaigns

Pepsi has used over the past century.

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 results to the public.

In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson,

Denise Muck, to coincide with the United States bicentennial celebration.

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."

In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time,

included more than thirty different backgrounds on each can, introducing a newbackground every three weeks. One of their background designs includes a string of

repetitive numbers 73774. This is a numerical expression from a telephone keypad of

the word "Pepsi."

In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo

and a minimalist label design. The redesign was comparable to Coca-Cola's earlier

simplification of their can and bottle designs. Also in 4th quarter of 2008 Pepsi teamed

up with Google/YouTube to produce the first daily entertainment show on Youtube,

Poptub. This daily show deals with pop culture, internet viral videos, and celebritygossip. Poptub is updated daily from Pepsi.

In 2009, "Bring Home the Cup," changed to "Team Up and Bring Home the Cup." The

new installment of the campaign asks for team involvement and an advocate to submit

content on behalf of their team for the chance to have the Stanley Cup delivered to the

team's hometown by Mark Messier.


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Pepsi has official sponsorship deals with three of the four major North American

professional sports leagues: the National Football League,National Hockey

League and Major League Baseball. Pepsi also sponsors Major League Soccer.

Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket

team is just one of the teams that the brand sponsors. The team wears the Pepsi logo

on the front of their test and ODI test match clothing.

On July 6, 2009, Pepsi announced it would make a $1 billion investment in Russia over

three years, bringing the total Pepsi investment in the country to $4 billion.

In July 2009, Pepsi started marketing itself as Pecsi in Argentina in response to its

name being mispronounced by 25% of the population and as a way to connect more

with all of the population.

In October 2008, Pepsi announced that it would be redesigning its logo and re-brandingmany of its products by early 2009. In 2009, Pepsi,Diet Pepsi and Pepsi Max began

using all lower-case fonts for name brands, and Diet Pepsi Max was re-branded as

Pepsi Max. The brand'sblue and red globe trademark became a series of "smiles," with

the central white band arcing at different angles depending on the product until 2010.

Pepsi released this logo in U.S. in late 2008, and later it was released in 2009

in Canada (the first country outside of the United States for Pepsi's new logo), Brazil,

Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina, Puerto

Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia; in

the rest of the world the new logo has been released in 2010, meaning the old logo has

been phased out entirely (most recently, France and Mexico switched to Pepsi's current

logo). As of Present, The UK has started to use the new Pepsi logo on cans in an order

different from the US can. In mid-2010, all Pepsi variants, regular, diet, and Pepsi Max,

have started using only the medium-sized "smile" Pepsi Globe.

Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the

new Pepsi Logo. The word Pepsi and the logo are in the new style, while the word

"Max" is still in the previous style. Pepsi Wild Cherry finally received the 2008 Pepsi

design in March 2010.


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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 usesvanillin rather

than vanilla) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the

"Challenge" across the nation. This became known as the "Cola Wars".

In 1985, The Coca-Cola Company, amid much publicity, changed its formula. The

theory has been advanced 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 reintroducing the original formula as Coke "Classic".

According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S.

market share is 30.8 percent, while The Coca-Cola Company's is 42.7 percent. Coca-

Cola outsells Pepsi in most parts of the U.S., notable exceptions being

central Appalachia, North Dakota, and Utah. In the city of Buffalo, New York, Pepsi

outsells Coca-Cola by a two-to-one margin.

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,

exceptions include India; Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor

of the Pakistan cricket team since the 1990s); the Dominican

Republic; Guatemala the Canadian provinces of Quebec, Newfoundland and

Labrador, Nova Scotia, and Prince Edward Island; and Northern Ontario.

Pepsi had long been the drink of Canadian Francophones and it continues to hold its

dominance by relying on local Qubcois celebrities (especially Claude Meunier, ofLa

Petite Vie fame) to sell its product. PepsiCo use the slogan "here, it's Pepsi" (Ici, c'est

Pepsi) to answer to Coca-cola publicity "Everywhere in the world, it's Coke" (Partout

dans le monde, c'est Coke).

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


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returned in pursuance of India's Liberalization policy. 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 52.5%.

In Russia, Pepsi initially had a larger market share than Coke but it was undercut once

the Cold War ended. In 1972, PepsiCo company struck a barter agreement with the

then government of the Soviet Union, in which PepsiCo was granted exportation and

Western marketing rights to Stolichnaya vodka in exchange for importation and Soviet

marketing of Pepsi-Cola. This exchange led to Pepsi-Cola being the first foreign product

sanctioned for sale in the U.S.S.R.

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread

spawned words like "coca colonization", Pepsi-Cola and its relation to the Soviet system

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 that relationship and the Soviet

policy. This was reflected in Russian author Victor Pelevin's book "Generation P".

In 1989, Billy Joel mentions the rivalry between the two companies in the song "We

Didn't Start The Fire". The line "Rock & Roll and Cola Wars" refers to Pepsi and Coke's

usage of various musicians in their advertising campaigns. Coke used Paula Abdul,

while Pepsi used Michael Jackson. They then continued to try to get other musicians to

advertise their beverages.

In 1992, following the Soviet collapse, Coca-Cola was introduced to the Russian

market. As it came to be associated with the new system, and Pepsi to the old, Coca-

Cola rapidly captured a significant market share that might otherwise have required

years to achieve. By July 2005, Coca-Cola enjoyed a market share of 19.4 percent,

followed by Pepsi with 13 percent.

Pepsi did not sell soft drinks in Israel until 1992. Many Israelis and some American

Jewish organizations attributed Pepsi's previous reluctance to do battle to the Arab

boycott. Pepsi, which has a large and lucrative business in the Arab world, denied that.

It said economic rather than political reasons kept it out of Israel.


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Slogans

Old Pepsi can (late '80s).

Old logo still in use in Pepsi Cans made in Pakistan.


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A large advertisement made to resemble a Pepsi cup at Nickelodeon Universe in

the Mall of America.

19391950: "Twice as Much for a Nickel"

1950: "More Bounce to the Ounce"

19501957: "Any Weather is Pepsi Weather"

19571958: "Say Pepsi, Please"

19581961: "Be Sociable, Have a Pepsi"

1961-1963: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie

Sommers)

19631967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie

Sommers)

19671969: "(Taste that beats the others cold) Pepsi Pours It On".

19691975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"

19751977: "Have a Pepsi Day"

19771980: "Join the Pepsi People (Feeling Free)"

19801981: "Catch That Pepsi Spirit" [David Lucas, composer]

19811983: "Pepsi's got your taste for life"

1983: "It's cheaper than Coke!"

19831984: "Pepsi Now! Take the Challenge!"


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19841991: "Pepsi. The Choice of a New Generation" (commercial with Michael

Jackson and The Jacksons, featuring Pepsi version of Billie Jean)

1984-1988: "Diet Pepsi. The Choice of a New Generation"

1988-1989: "Diet Pepsi. The Taste That's Generations Ahead"

1989-1990: "Diet Pepsi. The Right One"

1989-1992: "Diet Pepsi. The Taste That Beats Diet Coke"

19861987: "We've Got The Taste" (commercial with Tina Turner)

19871990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi

version of Bad)

19901991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet

Pepsi)

19901991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right

choice Baby UH HUH") (India)

19911992: "Gotta Have It"/"Chill Out"

19921993: "Be Young, Have Fun, Drink Pepsi"

19931994: "Right Now" Van Halen song for the Crystal Pepsi advertisement.

19941995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz)

1995: "Nothing Else is a Pepsi"

19951996: "Drink Pepsi. Get Stuff." Pepsi Stuff campaign

19961997: "Pepsi:There's nothing official about it" (During the Wills World Cup

(cricket) held in India/Pakistan/Sri Lanka)

19971998: "Generation Next" - with the Spice Girls.

19981999: "It's the cola" (100th anniversary commercial)

19992000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial

with Britney Spears/commercial with Mary J. Blige)

1999-2006: "Yeh dil maange more" (Hindi - meaning "This heart asks for more")

(India)

2003: "It's the Cola"/"Dare for More" (Pepsi Commercial)

20062007: "Why You Doggin' Me"/"Taste the one that's forever young" Commercialfeaturing Mary J. Blige

20072008: "More Happy"/"Taste the once that's forever young" (Michael

Alexander)

2008-present: pepsi ye pyaas heh bari (urdu)meaning: it killed my thirst (pakistan)

2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)


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2008: "epsi is #1" v commercial (Luke Rosin)

2008present: "Something For Everyone"

2009present: "Refresh Everything"/"Every Generation Refreshes the World"

2009present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young

country my baby")

2009present: "My Pepsi My Way"(India)

2009present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world")

(Spanish Spoken countries in Latin America)

2010present: "Every Pepsi Refreshes The World"

2010present "Pepsi. Sarap Magbago." (Philippines)

2010present "Badal Do Zamana" Urdu - meaning "Change The World")(Pakistan)

Pepsiman

Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The

design of the Pepsiman character is attributed to Canadian comic book artist Travis

Charest, created sometime around the mid 1990s. Pepsiman took on three different

outfits, each one representing the current style of the Pepsi can in distribution. Twelve

commercials were created featuring the character. His role in the advertisements is to

appear with Pepsi to thirsty people or people craving soda. Pepsiman happens to

appear at just the right time with the product. After delivering the beverage, sometimes

Pepsiman would encounter a difficult and action oriented situation which would result ininjury.

In 1996, Sega-AM2 released the Sega Saturn version of their arcade fighting

game Fighting Vipers. In this game Pepsiman was included as a special character, with

his specialty listed as being the ability to "quench one's thirst". He does not appear in

any other version or sequel. In 1999, KID developed a video game for

the PlayStation entitled Pepsiman. As Pepsiman, the player runs, skateboards, rolls,

and stumbles through various areas, avoiding dangers and collecting cans of Pepsi all

while trying to reach a thirsty person as in the commercials.


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There are 15 U.S. Pepsi bottling plants. The Pepsi trademark is registered in Canada.Syrup sales rise to 38,605 gallons.

The federal government passes the Pure Food and Drug Act, banning substances suchas arsenic, lead, barium, and uranium, from food and beverages. This forced many soft

drink manufacturers, including Coca-Cola, to change their formulas. Pepsi-Cola, beingfree of any such impurities, claimed they already met federal requirements.

1907 - Pepsi-Cola Company continues to expand; the company's bottling network growsto 40 franchises. Pepsi-Cola sells more than 100,000 gallons of syrup.

Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons.

1908 - Pepsi-Cola becomes one of the first companies to modernize delivery from horsedrawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contractto make and sell Pepsi-Cola.

1909 -Automobile race pioneer Barney Oldfield endorses Pepsi-Cola in newspaper adsas "A bully drink...refreshing, invigorating, a fine bracer before a race."

1910 - The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina.

1920 - Pepsi theme line speaks to the consumer with "Drink Pepsi-Cola, it will satisfyyou."

After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled onthe fluctuations of sugar prices during W.W.I, believing that sugar prices would continue

to rise but they fell instead leaving Caleb Bradham with an overpriced sugar inventory.Pepsi Cola went bankrupt in 1923 and its assets were sold to a North Carolina concern;Craven Holding Corporation for $30,000.

Roy C. Megargel, a Wall Street broker, buys the Pepsi trademark, business and goodwill from Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation


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Variantsin Pepsi

Pepsi: PepsiCo's signature cola flavor and its namesake cola.

Pepsi Free: Introduced in 1982 by PepsiCo as the first major-brand caffeine-free

cola and is today sold as Caffeine-Free Pepsi andCaffeine-Free Diet Pepsi. Crystal Pepsi: Discontinued; clear version of cola; introduced in 1992 and sold until

1993.

Crystal from Pepsi: Discontinued (non-cola) citrus-flavored reformulation of

Crystal Pepsi.

Pepsi Clear: Clear soda released in Mexico as a limited edition during Christmas

2005, the Mexican equivalent of Crystal Pepsi

Pepsi AM: Contains more caffeine than a regular Pepsi and marketed as a morning

drink. Introduced in 1989 and discontinued in 1990.

Pepsi Azuki: An azuki bean-flavored limited Edition Pepsi released in Japan on

October 20, 2009.

Pepsi Baobab: A baobab tree fruit-flavored limited Edition Pepsi released in Japan

on May 25, 2010.

Pepsi Boom: A caffeine, sugar and artificial sweetener-free Pepsi only sold

in Germany, Italy and Spain

Pepsi Cappuccino: (Also known as Caf Chino and Max Cino) Pepsi with a taste

of coffee - sold only in Russia, Romania, and other various parts of Europe.

Pepsi Fresh: More fresh Pepsi. Designed for summer 2007. [specify]

Pepsi Natural: "a new cola made with only natural ingredients", released in select

markets in 2009.

Pepsi Blue: A blue colored fruity soda (non-cola). Given a huge marketing push,

often considered a major flop on the order of New Coke. No longer produced. In

Iceland, Pepsi Blue was sold for a brief period of time during the winter of

2003/2004, and in India during the 2003 Cricket World Cup. It was sold for a longer

period in Austria, and is still available in some parts of Mexico. It is also still available

in Lombok, an island east of Bali. It was also sold in the Philippines for a limited timeonly, usually it appears during Christmas season. Likewise, it was sold for a limited

time in Australia, Bulgaria, Poland and Finland.[citationneeded]

Pepsi Blue Hawaii: A Limited Edition Pepsi released in Japan. A pineapple and

lemon-flavored soda, blue in color.


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Pepsi Carnival: A tropical fruit-flavored Pepsi available in Japan for a limited time

that debuted in summer 2006. Later Released as Pepsi Summer Mix in 2007 in the

US, However the formula was most likely different.

Pepsi Fire: a limited edition, cinnamon-flavored variety that is sold

in Guam, Saipan, Thailand, Mexico, Malaysia, Singapore and the Philippines.

Pepsi Gold: Limited edition gold colored variant as part of a 2006 FIFA World

Cup and ICC Cricket World Cup 2007 promotion.It had a hint of ginger, but nowhere

near the spice level of Pepsi Red, and was sold in Southeast Asia, Central Europe,

Finland, Russia and The Middle East. Re-released as Pepsi Cheer for the 2010

FIFA World Cup.

Pepsi Green: a bright-green variety introduced in Thailand on January 15, 2009.

Pepsi Holiday Spice: a limited edition variety which the company began selling

November 1, 2004 in the U.S.A. and Canada for an eight-week period, and again inthe 2006 Christmas season. It is flavored with a seasonal finish of cinnamon,

somewhat similar to the Swedish Julmust.

Christmas Pepsi: Almost identical to Pepsi Holiday Spice, with nutmeg and

cocoa added to the ingredients list, and was marketed over the 2007 and 2008

Christmas seasons.

Pepsi Ice: Pepsi with an icy mint flavor. Sold in Guam, Thailand, Malaysia,

Singapore and the Philippines. In summer 2007 Pepsi used the name Pepsi Ice in

the Czech Republic and Slovakia for a limited edition cola with apple flavor.

Pepsi Ice Cucumber: Limited edition green, cucumber-flavored Pepsi sold in Japan

in summer 2007.

Pepsi Kona, a coffee-flavored cola which was test-marketed on the East Coast of

the USA.

Lemon Pepsi: Limited Edition to promote NFL kickoff 2008, same taste as Pepsi

Twist

Pepsi La Liga: Kola-flavored drink from Spain to promote La Liga in 2000.

Pepsi Lime: with lime flavor added, introduced onto the market in the spring of

2005.

Pepsi Limn: Pepsi with lime flavor released in Mexico in 2002, later returns

as Pepsi Twist in 2004, no longer produced.

Pepsi A-ha: Lemon-flavored Pepsi sold in India.

Pepsi Mojito: Lemon-flavored Pepsi, with a twist of mint. Alcohol Free. Limited

edition, summer 2009.


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Pepsi Raging Razzberry: Available in test markets in 1991 and it has been said

that it didn't really taste like raspberry, but was considered a raspberry twist,

introduced along with Pepsi Tropical Chill and Pepsi Strawberry Burst.

Pepsi Raw: Cola made with all-natural ingredients and no artificial colours sold in

the United Kingdom and Norway.

Pepsi Red: Released in Japan sometime in 2006, it has a general ginger flavor and

is somewhat spicy.

Pepsi Retro (rendered in written advertisement as PEPSI retro): Released in

Mexico in February 2008. Pepsi made with natural ingredients, sugar cane and cola

nut extract.

Pepsi Samba: A "Tropical Flavoured Cola" containing the

flavors Mango & Tamarind, distributed in Australia and could be found in some

shops at Spain. It was released in Australia in the 3rd Quarter of 2005 and wasexpected to be in production for a limited time only. Many people did not like the

taste.

Pepsi Shiso: Limited edition green shiso-flavored soda introduced in Japan during

summer 2009.

Pepsi Strawberry Burst: Available in test markets in 1991 along with Pepsi

Tropical Chill and Pepsi Raging Razzberry.

Pepsi Summer Chill: "Chilled Apple Cola". Sold in Poland during summer 2007. In

the Czech Republic and Slovakia the same product was sold as Pepsi Ice.

Pepsi Summer Mix: Pepsi with tropical fruit flavors. Released in early Spring of

2007, and was discontinued Fall to Winter of 2007. Was available in limited areas

only; was a big hit for the northeastern United States.

Pepsi Throwback: A version of Pepsi-Cola sweetened with sugar instead of corn

syrup. The use of sugar is the only difference between it and regular Pepsi.

Pepsi Tropical Chill: Available in test markets in 1991 along with Pepsi Strawberry

Burst and Pepsi Raging Razzberry.

Pepsi Freeze: Pepsi, Diet Pepsi, or Wild Cherry Pepsi-flavored slushee available atmost convenience stores and some movie theatres.

Pepsi Tropical: Short lived drink that was Available in the US, UK and Japan in late

1994.

Pepsi Twist: A lemon-flavored variety.


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Pepsi Twist Mojito: A Pepsi with a mix of lemon and mojito taste. Has no alcohol.

Sold in Italy.

Pepsi Twisto Sold during summertime in Brazil, it's a Pepsi with a lemon flavor

stronger than regular Pepsi Twist. "Twisto", in Portuguese, is

theaugmentative of "Twist".

Pepsi Vanilla: Released in Canada and the U.S. in 2003 as Pepsi's answer

to Vanilla Coke. Contains vanilla extract as well as both natural and artificial flavors.

No longer produced.

Pepsi Ice Cream Sold in Russia

Pepsi White: Pepsi with yogurt flavor, available in Japan

Pepsi Wild Cherry: a cherry-flavored variety, introduced in 1988. Available for a

brief period in the UK in the late 1980s. Originally called "Wild Cherry Pepsi", its

name was changed along with the formula in 2005. Now uses the 2008 Pepsidesign.

Pepsi X Energy Cola: Contains more caffeine than regular Pepsi, and also

contains guaranine. Pepsi is the first major cola brand to have anenergy drink line

extension. The cola-based product has a unique flavor and a reddish tint. It is sold in

several countries worldwide.

Pepsi 100: Only available for a limited time to celebrate 100 years of the drink in

1998 and came back in 2003 to celebrate the name.

Pepsi Ch

erry Vanilla: Released in May 2010. A Cherry-Vanilla-flavored Pepsi. Outfor only eight weeks.


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Dietdrinks

Diet Pepsi: Low-calorie version of Pepsi.

Diet Crystal Pepsi: Low-calorie version of Crystal Pepsi.

Diet pepsi AM : Sugar-free version of Pepsi AM, and introduced in 1987. No

longer produced.

Pepsi Edge: contains half the carbohydrates, calories and sugars of a normal Pepsi,

and is flavored by Splenda. Introduced in 2004, and discontinued in 2005. It was

featured on an episode ofThe Apprentice 2in which teams had to design a

prototype bottle.

Pepsi Avantage: the French name for Pepsi Edge, sold exclusively during 2005

in the province of Quebec.

Diet Pepsi Free (now known as Caffeine-Free Diet Pepsi)

Diet Pepsi Jazz flavored colas only available in diet styles. Introduced in July 2006

discontinued in 2009.

Black Cherry French Vanilla

Strawberries and Cream

Caramel Cream (introduced Feb. 2007)

Diet Pepsi Kona A coffee soda available in test markets in 1997.

Pepsi Kick: Introduced in Mexico in 2009. Calorie-free Pepsi with added Caffeine

and Ginseng. A Mexican equivalent of American Pepsi Max.

Diet Pepsi cherry vanilla: pepsi cherry vanilla, but has low calories. only out for 8

weeks.

Pepsi Light: Lemon-flavored Diet Pepsi sold in the 1970s and 1980s, also the name

under which Diet Pepsi is distributed outside the English-speaking countries.

Pepsi Light: a no sugar Pepsi sold in other countries besides the United States.

Similar to Diet Pepsi. (not sold in 1970s or 1980s)

Diet Pepsi Faint Mojito Lemon Twist Vert Citron: Available in small small

amounts around the Powell River Canada area. Its said to have a taste of Pepsi

Twist with a little less lemon, and a little more Mojito Vert Citron. Also you can

buy it anywhere in Utah - on sale for 56 cents at the dollar tree.

Diet Pepsi Light

Pepsi Light Twist

Pepsi Light Lima: Pepsi Light, but with a touch of lime. Sold only in Spain


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Pepsi Light mojito: Pepsi Light, but with a touch of mojito taste. Has no alcohol.

Sold in Germany in 2008.

Diet Pepsi Lemon: A new flavor of Diet Pepsi released in 2009.

Diet Pepsi Lime a lime tasted diet pepsi. Temporarily available.

Diet Pepsi Max Was available in the United States and Canada. Diet Pepsi with

added Caffeine and Ginseng. This product is not related to Pepsi Max as it has

significantly different ingredients and no calories. Diet Pepsi Max was renamed

"Pepsi Max" in 2008 along with the redesign of Pepsi.

Pepsi Max Was only available outside the United States until the name change of

Diet Pepsi Max in 2008. Pepsi with no sugar.

Pepsi Max Cool Lemon

Pepsi Max Chill (flavored with apple)

Pepsi Max Mojo A variation flavoured with lime and a hint of mint. Sold inFinland in 2008.

Pepsi Max Citron Citron Vert (sold in France)

Pepsi Max Cino (UK - Pepsi Max with coffee) Discontinued

Pepsi Max Energy Pepsi max with 66% more caffeine, flavored with ginseng.

Sold in Germany in 2008.

Pepsi Max Gold (limited edition in the UK market for Christmas 2005 - available

September to December)

Pepsi Max Twist Lemon and lime flavor available in the UK Pepsi Max Mojito Mojito flavor available in Denmark

Pepsi Max Cease Fire With a hint of lime. It is meant to be consumed

with Doritos burn, to "cool the burn". Sold in the USA.

Pepsi Max Punch pepsi holiday spice with the max flavors sold in the uk in

christmas 2005.

Pepsi NEX: A zero calorie Pepsi available in Japan developed by Suntory

Pepsi ONE: An alternative to Diet Pepsi, with one calorie per serving. Still uses the

2003 Pepsi design as of May 2009. Diet Pepsi Twist

Diet Pepsi Kickoff: Diet Pepsi with Lemon. To be released for the

2008 NFL season. As seen on eBay.

Diet Pepsi Twisto (see above)


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Diet Pepsi Vanilla Vanilla-flavored diet soda. Pepsi's response to Diet Vanilla Coke.

Temporarily available.

Diet Pepsi Wild Cherry Not widely available until 2005, when Wild Cherry Pepsi

was reformulated. Now uses the 2008 Pepsi design

Pepsi XL another mid-calorie cola targeted at males, and transition consumers

(those making the move from regular to diet colas).

Pepsi Sugar Free Released on November 2007.

Pepsi Twist 3: Released in Brazil in 2008. It has 3 calories of the natural lemon

juice.

SWOT Analysis PepsiCo

What is SWOT Analysis?A SWOT analysis stands for Strengths, Weaknesses, Opportunities, and Threats and isa simple and powerful way to analyze your company's present marketing situation.

The best way to understand SWOT is to look at an actual example: AMT is a computerstore in a medium-sized market in the United States. Lately it has suffered through asteady business decline caused mainly by increasing competition from larger officeproducts stores with national brand names. The following is the SWOT analysisincluded in its marketing plan.

Strengths

y Branding - One of PepsiCos top brands is of course Pepsi, one of the most recognizedbrands of the world, ranked according to Interbrand. As of 2008 it ranked 26th amongsttop 100 global brands. Pepsi generates more than $15,000 million of annual sales.Pepsi is joined in broad recognition by such PepsiCo brands as Diet Pepsi, GatoradeMountain Dew, Thirst Quencher, Lays Potato Chips, Lipton Teas (PepsiCo/UnileverPartnership), Tropicana Beverages, Fritos Corn, Tostitos Tortilla Chips, Doritos Tortilla

Chips, Aquafina Bottled Water, Cheetos Cheese Flavored Snacks, Quaker Foods andSnacks, Ruffles Potato Chips, Mirinda, Tostitos Tortilla Chips, and Sierra Mist.


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y The strength of these brands is evident in PepsiCos presence in over 200 countries.The company has the largest market share in the US beverage at 39%, and snack foodmarket at 25%. Such brand dominance insures loyalty and repetitive sales whichcontributes to over $15 million in annual sales for the company

y Diversification - PepsiCos diversification is obvious in that the fact that each of its top

18 brands generates annual sales of over $1,000 million. PepsiCos arsenal alsoincludes ready-to-drink teas, juice drinks, bottled water, as well as breakfast cereals,cakes and cake mixes.This broad product base plus a multi-channel distribution systemserve to help insulate PepsiCo from shifting business climates.

y Distribution - The company delivers its products directly from manufacturing plants andwarehouses to customer warehouses and retail stores. This is part of a three prongedapproach which also includes employees making direct store deliveries of snacks andbeverages and the use of third party distribution services.

Weaknesses

y Overdependence on Wal-Mart - Sales to Wal-Mart represent approximately 12% ofPepsiCos total net revenue. Wal-Mart is PepsiCos largest customer. As a resultPepsiCos fortunes are influenced by the business strategy of Wal-Mart specifically itsemphasis on private-label sales which produce a higher profit margin than nationalbrands. Wal-Marts low price themes put pressure on PepsiCo to hold down prices.

y Overdependence on US Markets - Despite its international presence, 52% of itsrevenues originate in the US. This concentration does leave PepsiCo somewhat

vulnerable to the impact of changing economic conditions, and labor strikes. Large UScustomers could exploit PepsiCos lack of bargaining power and negatively impact itsrevenues.

y Low Productivity - In 2008 PepsiCo had approximately 198,000 employees. Itsrevenue per employee was $219,439, which was lower that its competitors. This mayindicate comparatively low productivity on the part of PepsiCo employees.

y Image Damage Due to Product Recall - Recently (2008) salmonella contaminationforced PepsiCo to pull Aunt Jemima pancake and waffle mix from retail shelves. Thisfollowed incidents of exploding Diet Pepsi cans in 2007. Such occurrences damagecompany image and reduce consumer confidence in PepsiCo products.


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Opportunities

y Broadening of Product Base - PepsiCo is seeking to address one of its potentialweaknesses; dependency on US markets by acquiring Russias leading JuiceCompany, Lebedyansky, and V Wwater in the United Kingdom. It continues to broadenits product base by introducing TrueNorth Nut Snacks and increasing its Lipton Tea

venture with Unilever. These recent initiatives will enable PepsiCo to adjust to thechanging lifestyles of its consumers.

y International Expansion - PepsiCo is in the midst of making a $1, 000 millioninvestment in China, and a $500 million investment in India. Both initiatives are part ofits expansion into international markets and a lessening of its dependence on US sales.In addition the company plans on major capital initiatives in Brazil and Mexico.

y Growing Savory Snack and Bottled Water market in US - PepsiCo is positioned wellto capitalize on the growing bottle water market which is projected to be worth over $24million by 2012. Products such as Aquafina, and Propel are well established productsand in a position to ride the upward crest.PepsiCo products such as, Doritos tortilla

y chips, Cheetos cheese flavored snacks, Tostitos tortilla chips, Fritos corn chips, Ruffles

potato chips, Sun Chips multigrain snacks, Rold Gold pretzels, Santitas are alsobenefiting from a growing savory snack market which is projected to grow as much as27% by 2013, representing an increase of $28 million.

Threats

y Decline in Carbonated Drink Sales - Soft drink sales are projected to decline by asmuch as 2.7% by 2012, down $ 63,459 million in value. PepsiCo is in the process ofdiversification, but is likely to feel the impact of the projected decline.

y Potential Negative Impact of Government Regulations - It is anticipated thatgovernment initiatives related to environmental, health and safety may have the

potential to negatively impact PepsiCo. For example, manufacturing, marketing, anddistribution of food products may be altered as a result of state, federal or local dictates.Preliminary studies on acrylamide seem to suggest that it may cause cancer inlaboratory animals when consumed in significant amounts. If the company has tocomply with a related regulation and add warning labels or place warnings in certainlocations where its products are sold, a negative impact may result for PepsiCo.

y Intense Competition - The Coca-Cola Company is PepsiCos primary competitors. Butothers include Nestl, Groupe Danone and Kraft Foods. Intense competition mayinfluence pricing, advertising, sales promotion initiatives undertaken by PepsiCo.Resently Coca-Cola passed PepsiCo in Juice sales.

y Potential Disruption Due to Labor Unrest - Based upon recent history, PepsiCo may

be vulnerable to strikes and other labor disputes. In 2008 a strike in India shut downproduction for nearly an entire month. This disrupted both manufacturing anddistribution.PepsiCo is a world leader in convenient snacks, foods and beverages with revenues ofmore than $43 billion and over 198,000 employees. Take a journey through our pastand see the key milestones that define PepsiCo


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Media planning

Media planning is generally the task of a Media Agency andentails finding the most appropriate media products for a clientsbrand or product. The job of Media Planning involves severalareas of expertise that the Media Planner uses to determine whatthe best combination of media is to achieve the given marketingcampaign objectives.

In the process of planning the Media planner needs to answerquestions such as:

1. How many of the audience can I reach through differentmedia?

2. On which media (and ad vehicles) should I place ads?3. Which frequency should I select?4. How much money should be spent in each medium?

In answering these questions the Media Planner then comes toan optimum Media Plan that enables him/her to deliver on the

clients objectives.


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Media planner

Media planneris a job title in an advertising agency or media planning and buying agency,responsible for selecting media for advertisement placement on behalf of their clients. The main

aim of a media planner is to assist their client in achieving business objectives through their

advertising budgets by recommending the best possible use of various media platforms

available to advertisers. Their roles may include analyzing target audiences, keeping abreast of

media developments, reading market trends and understanding motivations of consumers (often

including psychology and neuroscience).

Traditionally, the role of the media planner was quite close to that of the media buyer, the

obvious distinction being that the planner would devise a plan for advertising and the buyerwould negotiate with the media proprietor on things such as rates, copy deadlines, placement,

merchandising, etc. The role of the modern media planner is more wide reaching however.

Today many agencies are actually eschewing the job title of "media planner in favour of titles

such as communications planner, brand planner or strategist. This reflects the shift away

fromtraditional media planning to a more holistic approach, with the planner now having to

consider (as well as standard above-the-line channels such as TV, print, radio and outdoor)

PR,below-the-line channels, in-store, digital media, product placement and other emerging

communications channels all for the purpose of ensuring the client's advertising budget is well

spent as well as adhering to the overall marketing strategy devised by marketing consultants or

the client themselves. Their expanded job scope has thus made greater demands of their time,

placing them in immensely pressured situations matched by the states faced by their creative

(copywriters and art directors) counterparts.

media hard copy

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