PepsiCo, Inc.: The Not-So-Vanilla Vanilla campaign

Simone Samano

For beverage manufacturer PepsiCo, Inc., the second half of 2003 was a time of transition for the brand identity of its signature soft drink, Pepsi.

PepsiCo, Inc.: The Not-So-Vanilla Vanilla campaign

Simone Samano

OVERVIEW

For beverage manufacturer PepsiCo, Inc., the second half of 2003 was a time of transition for the brand identity of its signature soft drink, Pepsi. Not only did it unveil a new slogan for its core beverage, Pepsi-Cola, but a new product was also in the offing. Pepsi Vanilla was created in direct response to the successful introduction of Vanilla Coke by Pepsi's longtime rival Coca-Cola the year before. Cola volume, which had peaked in 1988 with 68 percent of the carbonated-soft-drink market, was down to 60 percent by 2002. In...

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