Digital Advertising Strategies: Coca-Cola vs. Pepsi Analysis

Running Head: ADVERTISING IN THE DIGITAL AGE 1 Advertisement in the digital era Name Institution Course Instructor Date

ADVERTISING IN THE DIGITAL AGE 2 Abstract This article examines the success of Coca-Cola and Pepsi's internet advertisement techniques, which are critical rivals in the beverage business. The Coca-Cola advertisement "One Coke Away from each other" is first assessed for its message, objectives, and efficacy. What comes next is a description of how this advertisement performs on media platforms, what the firm does well, what it does poorly, and where the business might enhance. Following that, the Doja Cat Pepsi advertisement is evaluated through the same perspectives.

ADVERTISING IN THE DIGITAL AGE 3 Advertisement in the digital era Coca-Cola's Coca- Cola's most recent advertising campaign, "One Coke apart," aims to engage the gaming population to gain Gen-Z customers. The advertisement includes prominent gamers and collaborates with Twitch, which draws millions of gaming players, mostly Gen-Z. The initiative aims to merge the physical and digital worlds to demonstrate that what connects individuals is more significant than what divides them (Kelly & Hiken, 2021). Thus, the advertisement is intended to commemorate humanity, with Coca-Cola serving as an image of unity capable of bridging worlds and creating true magic. As a result, the advertisement becomes very engaging. Moreover, the advertisement introduces a new viewpoint for the Coca-Cola brand, incorporating a Hug logo. Coca-Cola is using this advertising effort to reposition the brand in light of the present status of the globe. It also relies on lessons learned during the epidemic, which demonstrated that even amid extreme conditions, it could create wonder within us. More significantly, the advertisement speaks to youthful populations who often encounter inconsistencies as they seek purpose and personal interaction in both the physical and cyber worlds. Both locations are polarizing, and Coca-Cola intends to capitalize on these feelings and appeal to this demographic. The advertising campaign is intended to convey to viewers that dichotomies render the globe a fascinating place filled with limitless possibilities, remarkable individuals, and unforgettable experiences, while also emphasizing how Coca-flavor Cola's embodies this spirit. Coca's- genuine magic campaign promises to engage consumers in an altogether new eco-system defined by unique and personalized experiences.

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ADVERTISING IN THE DIGITAL AGE 4 Coca-brand Cola's was in desperate need of a revamp, and this advertisement purposefully targeted the Gen-Z demographic. The majority of companies make the error of conflating boomers with Gen-Z. Gen- Z's, for example, are more innovation-savvy, having spent their whole lives surrounded by technology. Using athletes and a live stream notion makes sense since Gen-Z is a massive fan of Twitch streams and gaming material. As boomers age, the Gen-Z generation rapidly rises and holds significant buying power totalling over $120 billion (Raynor, 2021). Coca-Cola understands its demographic well in this advertisement, as seen by the utilization of sight-catching graphical elements, mainly the CGI employed to generate the virtual sensation. The advertisement was more involved, notably through a code search and Twitch streams to distribute tickets to winners. In summary, the employment of digital natives in the advertising campaign was a wise move since they accurately represent their target group. Consistency of Brand in All Media Coca-Cola knows what it's accomplishing when it pertains to digital initiatives. The corporation has remained faithful to its theme of genuine charm. The methods wherein Coca- Cola can be incorporated into folk's lifestyles to make them more wonderful across its social networks. Coca-Cola is also familiar with the conventions and traditions associated with each social network. On Instagram, for example, there is a greater focus on aesthetic appeal, as seen by the way Coca-iconic Cola's red is tastefully organized on the firm's instream account. Additionally, products are displayed in innovative and engaging ways to maintain customer attention. Additionally, a thorough examination of the page reveals that there is much work on advertising and media, which have been tailored to each specific media network. The firm communicates more with gamers and live streamers on Twitter, essential for retaining Gen-interest Z's while pushing the genuine magic marketing. Numerous streamers are

ADVERTISING IN THE DIGITAL AGE 5 highlighted on the business's Twitter profile, emphasizing the code search. The campaign enhanced the firm's social media participation. Coca-Cola has such crafted information for each social channel, not only television (Cole, 2019). The corporation realizes that some advertisements do well on one network does not guarantee that they would perform similarly on all social networking platforms. What I learned, influenced, and what the firm should improve. Something new I discovered about Coca-Cola is how committed the firm is to humanitarian initiatives like "Stop Asian Prejudice." Additionally, the organization is committed to spreading good messages to its viewers and is a continuous proponent of love and harmony. Nevertheless, after perusing numerous media outlets, I begin to doubt the brand's validity. There appears to be a lot of performative involvement in several of these social concerns. The firm does not take a stance out of fear of splitting the market; as a result, it is unclear what the business advocates for. As a result, this is an area where the organization can improve. Additionally, the corporation must understand the gaming industry and Gen-Z because the ad promotion was criticized for many shortcomings. After the user drank a sip of Coca-Cola, the game's protagonists instantly stopped battling and formed a bond. That seems to imply that gamers encourage or love conflict, while their true objective is enjoyment and the development of a society of like-minded individuals. Coca-Cola appears seen as pitch deaf in this scenario, and the ad might therefore be deemed a marketing tactic due to the firm's lack of understanding of its demographic. The business must invest significantly more time and attention in comprehending the Gen-Z audience because they're the quickest-growing demographic and spenders to perform much well. If Coca-Cola wishes to capture this demographic, it must be

ADVERTISING IN THE DIGITAL AGE 6 more honest and relevant and seek methods to personalize the brand. If a business does not evolve, it risks becoming outdated, especially given Gen-Zs' lack of brand loyalty. Doja Cat's Pepsi Ad Pepsi recently tapped into reminiscence with a tribute to the legendary film "Grease" on the occasion of its 50th commemoration. In classic Pepsi form, a pop artist is featured in this promotion, a reproduction of the iconic song "You're the one that I need" from the film "Grease (Chan, 2021)." The advertisement is intended to sell two novel Pepsi tastes inspired by the 1950s and 1960s. There are two varieties offered at the Pepsi-Cola soda store: cream drink and black cherry. The campaign aims to overcome the gap between modern and classic pop culture. In recent decades, nostalgia has grown in popularity, and as a result, there have been several revivals of classic television series. Marketing professionals have concluded that clients are gradually seeking methods to avoid the strain of contemporary life and return to better periods before the epidemic. While the track "Grease" relates to the desire for a love companion, the Doja cat is on the quest for new Pepsi tastes in this advertisement. The choice of Doja cat for this ad is brilliant since her fame has developed mainly as a result of social media, notably Tiktok, where her tracks have gained traction. As a result, she has an enormous attraction to the youthful market. Grease, on the contrary, is a confirmed classic and is cherished by clients, which renders this combination excellent for advertisement reasons, as Pepsi can acquire new customers while preserving existing ones. Consistency of the Brand in all Media

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ADVERTISING IN THE DIGITAL AGE 7 Pepsi has attempted to develop context-native information on its social networks but has been unsuccessful owing to the poor interaction levels on practically all social networks. The business is aware that every social media channel has its conventions and customs. Still, it has not yet figured out how to effectively apply suitable methods to attract a far bigger audience than Wendy's. Short films are the primary means of promotion for the new Pepsi tastes on Instagram and Tiktok, mainly depending on Doja Cat's appearance and the track "you're the one that I want." The organization's approach is to use funny remarks accompanied by GIFs on Twitter. There is, nevertheless, a disproportionate amount of football material devoted to the Super Bowl pregame performance, which has little attraction to young customers. As a result, the corporation has a lot of work to capture Gen-Z industry share. Additionally, the brand lacks legitimacy on these channels. What I learned, influenced, and what the firm should improve. After perusing Pepsi's digital channels, it's impossible to discern the company's values; even with the incorporation of known figures from athletics and popular music, Pepsi comes off as a faceless business lacking in brand identity. Nevertheless, the brand excels in using celebrity advertising and emphasizing taste characteristics. Pepsis, thus, knows how to sell more effectively via conventional channels like television; nevertheless, when it pertains to digital methods, there is still much work to be done, particularly given their profiles' millions of fans but poor interaction. While perusing Pepsi's social networks, I understood that the firm was trapped in an ancient period. It has not yet worked out how to attract the youthful demographic, which is problematic given that they are likely America's largest spenders. The brand's reputation is still favourable, and the corporation may easily attract youngsters by improving its social media

ADVERTISING IN THE DIGITAL AGE 8 techniques. The firm's brand message may be strengthened by shunning tone-deaf advertisements like the Kendall Jenner campaign, implying that Pepsi could address police bullying and prejudice against racial minorities (Victor, 2017). This marketing message is very harmful, even more so at the height of cancel culture. References

ADVERTISING IN THE DIGITAL AGE 9 Chan, T. (2021). Doja cat talks remixing ‘Grease,’ channeling ‘Bad sandy’ in new pepsi commercial . Rollingstone. https://www.rollingstone.com/product- recommendations/lifestyle/doja-cat-pepsi-commercial-grease-1223027/ Cole, S. (2019). Three keys to Coca-Cola’s success on social media . Econsultancy. https://econsultancy.com/coca-cola-social-media-success-case-study/ Kelly, C., & Hiken, A. (2021). Coca-Cola refreshes brand with global campaign built around shared moments . Marketing Dive. https://www.marketingdive.com/news/coca-cola- refreshes-brand-with-global-campaign-built-around-shared-moments/607445/#: %7E:text=The%20new%20platform%2C%20called%20%22Real,that%20debuted %20digitally%20on%20Sept . Raynor, L. (2021). Gen z and the future of spend: What we know about this generation, the pandemic and how they pay . Forbes. https://www.forbes.com/sites/forbesbusinesscouncil/2021/01/21/gen-z-and-the-future-of- spend-what-we-know-about-this-generation-the-pandemic-and-how-they-pay/ Victor, D. (2017). Pepsi pulls ad accused of trivializing black lives matter . The New York Times. https://www.nytimes.com/2017/04/05/business/kendall-jenner-pepsi-ad.html

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