The infamous Pepsi versus Coke
rivalry has existed since the beginning of soda time. Pepsi is a soft drink
produced and manufactured by the world renowned, extremely successful company, PepsiCo. While Pepsi was first created and developed
in 1893, it has made huge leaps and bounds since then. In fact, in Pepsi’s road
to the top, the beverage has made a number of powerful enemies, specifically
the legendary company, Coca-Cola, another leading manufacturer in soda. Though this
battle over which beverage reigns superior started ages ago, this ad is an
excellent reminder that Pepsi has in no way given in on their claims that Coca
Cola is really no competition when it comes to “the joy of Pepsi”.
In one of their
famous “Straws” ad, Pepsi attempts to prove to customers that their cola
beverage is more desirable than that of other companies. This message is clearly
shown through the use of personification, bold logo representation and the presence
of their competitions cola can.
Pepsi wants the consumer to focus on the
straws in this advertisement, something fairly easy to do as the straw close to
entering the soda that is not Pepsi’s depicts a frightened face and hands
struck out as if it is trying to keep itself from entering the drink. In
contrast, the Pepsi can just to that soda’s right is shown with a normal straw,
peacefully placed in the beverage. This use of personification is very valuable
to the ad as it helps the viewer connect to the image. As a person having to
choose between one soda and a Pepsi, one can now see that Pepsi wants them to
believe that they are the obvious choice. It draws the viewer toward Pepsi, and
away from other colas to avoid the same freight the image suggests one will
endure from another soda. Pepsi next uses their logo to draw the consumer in.
While they leave the other can without any advertisement at all, it makes it
seem bleak and bland, especially compared to the details and astounding colors
represented by Pepsi. The simple use of their logo is eye candy to the consumer
and makes it appear much more appealing. Finally, Pepsi wants to specifically
hone the viewer in on how much they triumph over their immediate enemies. The
can with the straw eager to stay away from the drink inside matches the same
profile as that of a Coca-Cola can. It is shown with the same colors and
pattern as Coca-Cola, only missing a logo. This is to help Pepsi specifically
show the viewer that their product is better than Coca-Cola, without blatantly
saying it. Now, the customer can see the two most common products, see which is
represented with a greater appeal, and translate that choice into a real life
selection for cola.
Pepsi’s use of
straw representation with human-like qualities, excellent logos and
representation of their “enemy” all contribute to their clear and successful advertisement.
Their attempt to prove they are the superior soda is successful and attractive
to soda consumers everywhere.
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