project pepsi.docx

7/30/2019 project pepsi.docx

1/8

History

Pepsi was first introduced as "Brad's Drink"[2]

inNew Bern, North Carolina,United States, in 1893 by

Caleb Bradham, who made it at his drugstore where the drink was sold. It was later labeled Pepsi

Cola. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo

was changed again. n 1931, at the depth of theGreat Depression, the Pepsi-Cola Company entered

bankruptcy in large part due to financial losses incurred by speculating on wildly fluctuating sugar

prices as a result ofWorld War I. Assets were sold and Roy C. Megargel bought the Pepsi

trademark.[3]

Megargel was unsuccessful, and soon Pepsi's assets were purchased byCharles Guth,

the President of Loft Inc.

Pepsi-Cola trademark

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 theUSPTO. 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 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 byPepsico, Inc.ofPurchase, New York.

Rise

Rise

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

12-ounce bottle. With a radio advertising campaign featuring thejingle"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 jinglenever ends. Pepsi encouraged price-

watching consumers to switch, obliquely referring to the Coca-Cola standard of 6.5 ouncesper bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi sold at the same

price.[6]

Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's

status. From 1936 to 1938, Pepsi-Cola's profits doubled.[7]
http://en.wikipedia.org/wiki/Pepsi#cite_note-store-2http://en.wikipedia.org/wiki/Pepsi#cite_note-store-2http://en.wikipedia.org/wiki/Pepsi#cite_note-store-2http://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/Pepsi#cite_note-r1-3http://en.wikipedia.org/wiki/Pepsi#cite_note-r1-3http://en.wikipedia.org/wiki/Pepsi#cite_note-r1-3http://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/USPTOhttp://en.wikipedia.org/wiki/USPTOhttp://en.wikipedia.org/wiki/USPTOhttp://en.wikipedia.org/wiki/Pepsico,_Inc.http://en.wikipedia.org/wiki/Pepsico,_Inc.http://en.wikipedia.org/wiki/Pepsico,_Inc.http://en.wikipedia.org/wiki/Purchase,_New_Yorkhttp://en.wikipedia.org/wiki/Purchase,_New_Yorkhttp://en.wikipedia.org/wiki/Purchase,_New_Yorkhttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Infinite-loop_motifhttp://en.wikipedia.org/wiki/Infinite-loop_motifhttp://en.wikipedia.org/wiki/Infinite-loop_motifhttp://en.wikipedia.org/wiki/Pepsi#cite_note-alot-6http://en.wikipedia.org/wiki/Pepsi#cite_note-alot-6http://en.wikipedia.org/wiki/Pepsi#cite_note-alot-6http://en.wikipedia.org/wiki/Pepsi#cite_note-coke_at_home-7http://en.wikipedia.org/wiki/Pepsi#cite_note-coke_at_home-7http://en.wikipedia.org/wiki/Pepsi#cite_note-coke_at_home-7http://en.wikipedia.org/wiki/Pepsi#cite_note-coke_at_home-7http://en.wikipedia.org/wiki/Pepsi#cite_note-alot-6http://en.wikipedia.org/wiki/Infinite-loop_motifhttp://en.wikipedia.org/wiki/Jinglehttp://en.wikipedia.org/wiki/Purchase,_New_Yorkhttp://en.wikipedia.org/wiki/Pepsico,_Inc.http://en.wikipedia.org/wiki/USPTOhttp://en.wikipedia.org/wiki/Charles_Guthhttp://en.wikipedia.org/wiki/Pepsi#cite_note-r1-3http://en.wikipedia.org/wiki/World_War_Ihttp://en.wikipedia.org/wiki/Great_Depressionhttp://en.wikipedia.org/wiki/Caleb_Bradhamhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttp://en.wikipedia.org/wiki/Pepsi#cite_note-store-2


2/8

Pepsi

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 theDelaware Supreme Courtand

ultimately ending in a loss for Guth.

Niche marketing

1940s advertisement specifically targeting African Americans, A youngRon Brownis the boy

reaching for a bottle
http://en.wikipedia.org/wiki/Guth_v._Lofthttp://en.wikipedia.org/wiki/Guth_v._Lofthttp://en.wikipedia.org/wiki/Guth_v._Lofthttp://en.wikipedia.org/wiki/Delaware_Supreme_Courthttp://en.wikipedia.org/wiki/Delaware_Supreme_Courthttp://en.wikipedia.org/wiki/Delaware_Supreme_Courthttp://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Pepsi_targeted_ad_1940s.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/File:Students_With_Pepsi.jpghttp://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Delaware_Supreme_Courthttp://en.wikipedia.org/wiki/Guth_v._Loft


3/8

Walter Mackwas named the new President of Pepsi-Cola and guided the company through

the 1940s. Mack, who supportedprogressivecauses, noticed that the company's strategy of

using advertising for a general audience either ignoredAfrican Americansor used ethnic

stereotypes in portraying blacks. He realized African Americans were an untappedniche

marketand that Pepsi stood to gainmarket shareby targeting its advertising directly towards

them.[8]

To this end, he hiredHennan Smith, an advertising executive "from the Negronewspaper field"

[9]to lead an all-black sales team, which had to be cut due to the onset of

World War II. In 1947, Mack resumed his efforts, hiringEdward F. Boydto lead a twelve-

man team. They came up with advertising portraying black Americans in a positive light,

such as one with a smiling mother holding asix packof Pepsi while her son (a youngRon

Brown, who grew up to beSecretary of Commerce)[10]

reaches up for one. Anotherad

campaign, titled "Leaders in Their Fields", profiled twenty prominent African Americans

such asNobel Peace PrizewinnerRalph Buncheand photographerGordon Parks.

Boyd also led a sales team composed entirely of blacks around the country to promote Pepsi.

Racial segregationandJim Crow lawswere still in place throughout much of the U.S.;

Boyd's team faced a great deal of discrimination as a result,[9]from insults by Pepsi co-workers to threats by theKu Klux Klan.

[10]On the other hand, it was able to useracismas a

selling point, attacking Coke's reluctance to hire blacks and support by the chairman of Coke

for segregationistGovernor of GeorgiaHerman Talmadge.[8]

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.[8]

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

among its affiliates. It did not want to seem focused on black customers for fearwhite

customers would be pushed away.[8]

In a meeting at theWaldorf-Astoria Hotel, Mack tried to

assuage the 500bottlersin attendance by pandering to them, saying: "We don't want it to

become known as a nigger drink."[11]After Mack left the company in 1950, support for the

black sales team faded and it was cut.

Marketing

Pepsi logo (19731987) In 1987, the font was modified slightly to a more rounded version which was

used until 1991.[12]

This logo is now used forPepsi Throwback
http://en.wikipedia.org/wiki/Walter_Mackhttp://en.wikipedia.org/wiki/Walter_Mackhttp://en.wikipedia.org/wiki/Progressivismhttp://en.wikipedia.org/wiki/Progressivismhttp://en.wikipedia.org/wiki/Progressivismhttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/w/index.php?title=Hennan_Smith&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Hennan_Smith&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Hennan_Smith&action=edit&redlink=1http://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Edward_F._Boydhttp://en.wikipedia.org/wiki/Edward_F._Boydhttp://en.wikipedia.org/wiki/Edward_F._Boydhttp://en.wikipedia.org/wiki/Six_pack_ringshttp://en.wikipedia.org/wiki/Six_pack_ringshttp://en.wikipedia.org/wiki/Six_pack_ringshttp://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/United_States_Secretary_of_Commercehttp://en.wikipedia.org/wiki/United_States_Secretary_of_Commercehttp://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Ralph_Bunchehttp://en.wikipedia.org/wiki/Ralph_Bunchehttp://en.wikipedia.org/wiki/Ralph_Bunchehttp://en.wikipedia.org/wiki/Gordon_Parkshttp://en.wikipedia.org/wiki/Gordon_Parkshttp://en.wikipedia.org/wiki/Gordon_Parkshttp://en.wikipedia.org/wiki/Racial_segregationhttp://en.wikipedia.org/wiki/Racial_segregationhttp://en.wikipedia.org/wiki/Jim_Crow_lawshttp://en.wikipedia.org/wiki/Jim_Crow_lawshttp://en.wikipedia.org/wiki/Jim_Crow_lawshttp://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/Ku_Klux_Klanhttp://en.wikipedia.org/wiki/Ku_Klux_Klanhttp://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Herman_Talmadgehttp://en.wikipedia.org/wiki/Herman_Talmadgehttp://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Caucasian_racehttp://en.wikipedia.org/wiki/Caucasian_racehttp://en.wikipedia.org/wiki/Caucasian_racehttp://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Waldorf-Astoria_Hotelhttp://en.wikipedia.org/wiki/Waldorf-Astoria_Hotelhttp://en.wikipedia.org/wiki/Waldorf-Astoria_Hotelhttp://en.wikipedia.org/wiki/Bottling_companyhttp://en.wikipedia.org/wiki/Bottling_companyhttp://en.wikipedia.org/wiki/Bottling_companyhttp://en.wikipedia.org/wiki/Pepsi#cite_note-11http://en.wikipedia.org/wiki/Pepsi#cite_note-11http://en.wikipedia.org/wiki/Pepsi#cite_note-11http://en.wikipedia.org/wiki/Pepsi#cite_note-12http://en.wikipedia.org/wiki/Pepsi#cite_note-12http://en.wikipedia.org/wiki/Pepsi#cite_note-12http://en.wikipedia.org/wiki/Throwback_%28drink%29http://en.wikipedia.org/wiki/Throwback_%28drink%29http://en.wikipedia.org/wiki/Throwback_%28drink%29http://en.wikipedia.org/wiki/File:Pepsi_logo.svghttp://en.wikipedia.org/wiki/File:Pepsi_logo.svghttp://en.wikipedia.org/wiki/File:Pepsi_logo.svghttp://en.wikipedia.org/wiki/File:Pepsi_logo.svghttp://en.wikipedia.org/wiki/Throwback_%28drink%29http://en.wikipedia.org/wiki/Pepsi#cite_note-12http://en.wikipedia.org/wiki/Pepsi#cite_note-11http://en.wikipedia.org/wiki/Bottling_companyhttp://en.wikipedia.org/wiki/Waldorf-Astoria_Hotelhttp://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Caucasian_racehttp://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Herman_Talmadgehttp://en.wikipedia.org/wiki/Governor_of_Georgiahttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/Ku_Klux_Klanhttp://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/wiki/Jim_Crow_lawshttp://en.wikipedia.org/wiki/Racial_segregationhttp://en.wikipedia.org/wiki/Gordon_Parkshttp://en.wikipedia.org/wiki/Ralph_Bunchehttp://en.wikipedia.org/wiki/Nobel_Peace_Prizehttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Ad_campaignhttp://en.wikipedia.org/wiki/Pepsi#cite_note-latboyd-10http://en.wikipedia.org/wiki/United_States_Secretary_of_Commercehttp://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Ron_Brown_%28U.S._politician%29http://en.wikipedia.org/wiki/Six_pack_ringshttp://en.wikipedia.org/wiki/Edward_F._Boydhttp://en.wikipedia.org/wiki/World_War_IIhttp://en.wikipedia.org/wiki/Pepsi#cite_note-capparellreview-9http://en.wikipedia.org/w/index.php?title=Hennan_Smith&action=edit&redlink=1http://en.wikipedia.org/wiki/Pepsi#cite_note-nytboyd-8http://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/Niche_markethttp://en.wikipedia.org/wiki/African_Americanhttp://en.wikipedia.org/wiki/Progressivismhttp://en.wikipedia.org/wiki/Walter_Mack


4/8

Pepsi logo (20052008). Pepsi Wild Cherrycontinued to use this design through March 2010. Pepsi

ONEcontinued to use this design until mid-2012. This logo is still in use in India and otherinternational markets. 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.

From the 1930s through the late 1950s, "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. With the rise of radio, Pepsi utilized the services of a young, up-and-

coming actress namedPolly Bergento promote products, oftentimes lending her singing

talents to the classic "...Hits The Spot" jingle.

Film actressJoan Crawford, after marrying then Pepsi-Cola PresidentAlfred N. Steele

became a spokesperson for Pepsi, appearing in commercials, television specials and televised

beauty pageantson behalf of the company. Crawford also had images of the soft drink placed

prominently in several of her later films. When Steele died in 1959 Crawford was appointed

to the Board of Directors of Pepsi-Cola, a position she held until 1973, although she was not

a board member of the larger PepsiCo, created in 1965.[13]

TheBuffalo Bisons, anAmerican Hockey Leagueteam, were sponsored by Pepsi-Cola in its

later years; the team adopted the beverage's red, white and blue color scheme along with a

modification of the Pepsi logo (with the word "Buffalo" in place of the Pepsi-Cola

wordmark). The Bisons ceased operations in 1970 (making way for theBuffalo Sabres).

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

television by a variety of artists, fromJoanie Summerstothe JacksonstoBritney Spears.

(SeeSlogans)

In 1975, Pepsi introduced thePepsi Challengemarketing 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 withtelevision commercialsreporting the results to the

public.[14]
http://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Polly_Bergenhttp://en.wikipedia.org/wiki/Polly_Bergenhttp://en.wikipedia.org/wiki/Polly_Bergenhttp://en.wikipedia.org/wiki/Joan_Crawfordhttp://en.wikipedia.org/wiki/Joan_Crawfordhttp://en.wikipedia.org/wiki/Joan_Crawfordhttp://en.wikipedia.org/wiki/Alfred_N._Steelehttp://en.wikipedia.org/wiki/Alfred_N._Steelehttp://en.wikipedia.org/wiki/Alfred_N._Steelehttp://en.wikipedia.org/wiki/Beauty_pageantshttp://en.wikipedia.org/wiki/Beauty_pageantshttp://en.wikipedia.org/wiki/Pepsi#cite_note-13http://en.wikipedia.org/wiki/Pepsi#cite_note-13http://en.wikipedia.org/wiki/Pepsi#cite_note-13http://en.wikipedia.org/wiki/Buffalo_Bisons_%28AHL%29http://en.wikipedia.org/wiki/Buffalo_Bisons_%28AHL%29http://en.wikipedia.org/wiki/Buffalo_Bisons_%28AHL%29http://en.wikipedia.org/wiki/American_Hockey_Leaguehttp://en.wikipedia.org/wiki/American_Hockey_Leaguehttp://en.wikipedia.org/wiki/American_Hockey_Leaguehttp://en.wikipedia.org/wiki/Buffalo_Sabreshttp://en.wikipedia.org/wiki/Buffalo_Sabreshttp://en.wikipedia.org/wiki/Buffalo_Sabreshttp://en.wikipedia.org/wiki/Joanie_Summershttp://en.wikipedia.org/wiki/Joanie_Summershttp://en.wikipedia.org/wiki/Joanie_Summershttp://en.wikipedia.org/wiki/The_Jacksonshttp://en.wikipedia.org/wiki/The_Jacksonshttp://en.wikipedia.org/wiki/The_Jacksonshttp://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/Pepsi#Sloganshttp://en.wikipedia.org/wiki/Pepsi#Sloganshttp://en.wikipedia.org/wiki/Pepsi#Sloganshttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Pepsi#cite_note-14http://en.wikipedia.org/wiki/Pepsi#cite_note-14http://en.wikipedia.org/wiki/Pepsi#cite_note-14http://en.wikipedia.org/wiki/File:Pepsilogo.pnghttp://en.wikipedia.org/wiki/File:Pepsilogo.pnghttp://en.wikipedia.org/wiki/File:Pepsilogo.pnghttp://en.wikipedia.org/wiki/File:Pepsilogo.pnghttp://en.wikipedia.org/wiki/Pepsi#cite_note-14http://en.wikipedia.org/wiki/Television_commercialhttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Pepsi#Sloganshttp://en.wikipedia.org/wiki/Britney_Spearshttp://en.wikipedia.org/wiki/The_Jacksonshttp://en.wikipedia.org/wiki/Joanie_Summershttp://en.wikipedia.org/wiki/Buffalo_Sabreshttp://en.wikipedia.org/wiki/American_Hockey_Leaguehttp://en.wikipedia.org/wiki/Buffalo_Bisons_%28AHL%29http://en.wikipedia.org/wiki/Pepsi#cite_note-13http://en.wikipedia.org/wiki/Beauty_pageantshttp://en.wikipedia.org/wiki/Alfred_N._Steelehttp://en.wikipedia.org/wiki/Joan_Crawfordhttp://en.wikipedia.org/wiki/Polly_Bergenhttp://en.wikipedia.org/wiki/Pepsi_Globe


5/8

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 successfulPepsi Stuffmarketing strategy. By 2002, the

strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine

promotion marketing".[15]

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

more than thirty different backgrounds on each can, introducing a new background every

three weeks.[16]

One of its 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 its entire brand, simultaneously introducing a new logo and a

minimalistlabel design. The redesign was comparable to Coca-Cola's earlier simplification of

its can and bottle designs. Pepsi also teamed up with YouTube to produce its first daily

entertainment show called Poptub. This show deals with pop culture, internet viral videos,

and celebrity gossip.

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 theStanley Cupdelivered to the team's hometown

byMark Messier.

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

sports leagues: theNational Football League,National Hockey LeagueandMajor League

Baseball. Pepsi also sponsorsMajor League Soccer. It also has thenaming rightsto thePepsi

Center, an indoor sports facility inDenver, Colorado. In 1997, after his sponsorship with

Coca-Cola ended,NASCARdriverJeff Gordonsigned a long term contract with Pepsi, and

he drives with the Pepsi logos on his car with various paint schemes for about 2 races each

year, usually a darker paint scheme during nighttime races. Pepsi has remained as one of his

sponsors ever since.

Pepsi also has sponsorship deals ininternational cricketteams. ThePakistan cricket teamis

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.

In July 2009, Pepsi started marketing itself as Pecsi inArgentinain response to its name

being mispronounced by 25% of the population and as a way to connect more with all of thepopulation.

[17]

In October 2008, Pepsi announced that it would be redesigning its logo and re-branding many

of its products by early 2009. In 2009, Pepsi,Diet PepsiandPepsi Maxbegan using all

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

brand'sblue and red globe trademarkbecame 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 inCanada(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 beenreleased in 2010. The old logo is still used in several markets internationally, and has been
http://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/Pepsi_Stuffhttp://en.wikipedia.org/wiki/Pepsi#cite_note-15http://en.wikipedia.org/wiki/Pepsi#cite_note-15http://en.wikipedia.org/wiki/Pepsi#cite_note-15http://en.wikipedia.org/wiki/Pepsi#cite_note-16http://en.wikipedia.org/wiki/Pepsi#cite_note-16http://en.wikipedia.org/wiki/Pepsi#cite_note-16http://en.wikipedia.org/wiki/Minimalismhttp://en.wikipedia.org/wiki/Minimalismhttp://en.wikipedia.org/wiki/Stanley_Cuphttp://en.wikipedia.org/wiki/Stanley_Cuphttp://en.wikipedia.org/wiki/Stanley_Cuphttp://en.wikipedia.org/wiki/Mark_Messierhttp://en.wikipedia.org/wiki/Mark_Messierhttp://en.wikipedia.org/wiki/Mark_Messierhttp://en.wikipedia.org/wiki/National_Football_Leaguehttp://en.wikipedia.org/wiki/National_Football_Leaguehttp://en.wikipedia.org/wiki/National_Football_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/Major_League_Baseballhttp://en.wikipedia.org/wiki/Major_League_Baseballhttp://en.wikipedia.org/wiki/Major_League_Baseballhttp://en.wikipedia.org/wiki/Major_League_Baseballhttp://en.wikipedia.org/wiki/Major_League_Soccerhttp://en.wikipedia.org/wiki/Major_League_Soccerhttp://en.wikipedia.org/wiki/Major_League_Soccerhttp://en.wikipedia.org/wiki/Naming_rightshttp://en.wikipedia.org/wiki/Naming_rightshttp://en.wikipedia.org/wiki/Naming_rightshttp://en.wikipedia.org/wiki/Pepsi_Centerhttp://en.wikipedia.org/wiki/Pepsi_Centerhttp://en.wikipedia.org/wiki/Pepsi_Centerhttp://en.wikipedia.org/wiki/Pepsi_Centerhttp://en.wikipedia.org/wiki/Denver,_Coloradohttp://en.wikipedia.org/wiki/Denver,_Coloradohttp://en.wikipedia.org/wiki/Denver,_Coloradohttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/wiki/Jeff_Gordonhttp://en.wikipedia.org/wiki/Jeff_Gordonhttp://en.wikipedia.org/wiki/Jeff_Gordonhttp://en.wikipedia.org/wiki/International_Cricket_Councilhttp://en.wikipedia.org/wiki/International_Cricket_Councilhttp://en.wikipedia.org/wiki/International_Cricket_Councilhttp://en.wikipedia.org/wiki/Pakistani_national_cricket_teamhttp://en.wikipedia.org/wiki/Pakistani_national_cricket_teamhttp://en.wikipedia.org/wiki/Pakistani_national_cricket_teamhttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Pepsi#cite_note-17http://en.wikipedia.org/wiki/Pepsi#cite_note-17http://en.wikipedia.org/wiki/Pepsi#cite_note-17http://en.wikipedia.org/wiki/Diet_Pepsihttp://en.wikipedia.org/wiki/Diet_Pepsihttp://en.wikipedia.org/wiki/Diet_Pepsihttp://en.wikipedia.org/wiki/Diet_Pepsi_Maxhttp://en.wikipedia.org/wiki/Diet_Pepsi_Maxhttp://en.wikipedia.org/wiki/Diet_Pepsi_Maxhttp://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Pepsi_Globehttp://en.wikipedia.org/wiki/Diet_Pepsi_Maxhttp://en.wikipedia.org/wiki/Diet_Pepsihttp://en.wikipedia.org/wiki/Pepsi#cite_note-17http://en.wikipedia.org/wiki/Argentinahttp://en.wikipedia.org/wiki/Pakistani_national_cricket_teamhttp://en.wikipedia.org/wiki/International_Cricket_Councilhttp://en.wikipedia.org/wiki/Jeff_Gordonhttp://en.wikipedia.org/wiki/NASCARhttp://en.wikipedia.org/wiki/Denver,_Coloradohttp://en.wikipedia.org/wiki/Pepsi_Centerhttp://en.wikipedia.org/wiki/Pepsi_Centerhttp://en.wikipedia.org/wiki/Naming_rightshttp://en.wikipedia.org/wiki/Major_League_Soccerhttp://en.wikipedia.org/wiki/Major_League_Baseballhttp://en.wikipedia.org/wiki/Major_League_Baseballhttp://en.wikipedia.org/wiki/National_Hockey_Leaguehttp://en.wikipedia.org/wiki/National_Football_Leaguehttp://en.wikipedia.org/wiki/Mark_Messierhttp://en.wikipedia.org/wiki/Stanley_Cuphttp://en.wikipedia.org/wiki/Minimalismhttp://en.wikipedia.org/wiki/Pepsi#cite_note-16http://en.wikipedia.org/wiki/Pepsi#cite_note-15http://en.wikipedia.org/wiki/Pepsi_Stuff


6/8

phased out most recently inFranceandMexico. The UK 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 stillin the previous style.Pepsi Wild Cherryfinally received the 2008 Pepsi design in

March 2010.

In 2011, for New York Fashion Week, Diet Pepsi introduced a "skinny" can that is taller and

has been described as a "sassier" version of the traditional can that Pepsi says was made in

"celebration of beautiful, confident women". The company's equating of "skinny" and

"beautiful" and "confident" is drawing criticism from brand critics, consumers who do not

back the "skinny is better" ethos, and the National Eating Disorders Association, which said

that it takes offense to the can and the company's "thoughtless and irresponsible" comments.

PepsiCo Inc. is a Fashion Week sponsor. This new can was made available to consumers

nationwide in March.[18]

In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda

at a new "social" vending machine, and even record a video that the stranger would see when

they pick up the gift.[citation needed]

In May 2011, the week beforeMemorial Day, Pepsi launched a limited edition flavor called

"Memorial Day Pepsi", withblueberryandcherryflavors added to the cola.[citation needed]

In March 2012, Pepsi introducedPepsi Next, a cola with half the calories of regular Pepsi.[19]

Rivalry with Coca-Cola

Main article:Cola Wars

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market.

Pepsi conductedblind taste testsin stores, in what was called the "Pepsi Challenge". These

tests suggested that more consumers preferred the taste of Pepsi (which is believed to have

morelemonoil, and lessorangeoil, and usesvanillinrather thanvanilla) 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 itsformula. The theory hasbeen advanced thatNew 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 toBeverage 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.[20]

Coca-Cola outsells

Pepsi in most parts of the U.S., notable exceptions being centralAppalachia,North Dakota,

andUtah. In the city ofBuffalo, New York, Pepsi outsells Coca-Cola by a two-to-one

margin.[21]

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,exceptions includeOman;India;Saudi Arabia;Pakistan(Pepsi has been a dominant sponsor
http://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/Pepsi_Wild_Cherryhttp://en.wikipedia.org/wiki/Pepsi_Wild_Cherryhttp://en.wikipedia.org/wiki/Pepsi_Wild_Cherryhttp://en.wikipedia.org/wiki/Pepsi#cite_note-18http://en.wikipedia.org/wiki/Pepsi#cite_note-18http://en.wikipedia.org/wiki/Pepsi#cite_note-18http://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Memorial_Dayhttp://en.wikipedia.org/wiki/Memorial_Dayhttp://en.wikipedia.org/wiki/Memorial_Dayhttp://en.wikipedia.org/wiki/Blueberryhttp://en.wikipedia.org/wiki/Blueberryhttp://en.wikipedia.org/wiki/Blueberryhttp://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Pepsi_Nexthttp://en.wikipedia.org/wiki/Pepsi_Nexthttp://en.wikipedia.org/wiki/Pepsi_Nexthttp://en.wikipedia.org/wiki/Pepsi#cite_note-19http://en.wikipedia.org/wiki/Pepsi#cite_note-19http://en.wikipedia.org/wiki/Pepsi#cite_note-19http://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Blind_taste_testhttp://en.wikipedia.org/wiki/Blind_taste_testhttp://en.wikipedia.org/wiki/Blind_taste_testhttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Lemonhttp://en.wikipedia.org/wiki/Lemonhttp://en.wikipedia.org/wiki/Lemonhttp://en.wikipedia.org/wiki/Orange_%28fruit%29http://en.wikipedia.org/wiki/Orange_%28fruit%29http://en.wikipedia.org/wiki/Orange_%28fruit%29http://en.wikipedia.org/wiki/Vanillinhttp://en.wikipedia.org/wiki/Vanillinhttp://en.wikipedia.org/wiki/Vanillinhttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/New_Cokehttp://en.wikipedia.org/wiki/New_Cokehttp://en.wikipedia.org/wiki/New_Cokehttp://en.wikipedia.org/wiki/Beverage_Digesthttp://en.wikipedia.org/wiki/Beverage_Digesthttp://en.wikipedia.org/wiki/Beverage_Digesthttp://en.wikipedia.org/wiki/Pepsi#cite_note-20http://en.wikipedia.org/wiki/Pepsi#cite_note-20http://en.wikipedia.org/wiki/Pepsi#cite_note-20http://en.wikipedia.org/wiki/Appalachiahttp://en.wikipedia.org/wiki/Appalachiahttp://en.wikipedia.org/wiki/Appalachiahttp://en.wikipedia.org/wiki/North_Dakotahttp://en.wikipedia.org/wiki/North_Dakotahttp://en.wikipedia.org/wiki/North_Dakotahttp://en.wikipedia.org/wiki/Utahhttp://en.wikipedia.org/wiki/Utahhttp://en.wikipedia.org/wiki/Utahhttp://en.wikipedia.org/wiki/Buffalo,_New_Yorkhttp://en.wikipedia.org/wiki/Buffalo,_New_Yorkhttp://en.wikipedia.org/wiki/Buffalo,_New_Yorkhttp://en.wikipedia.org/wiki/Pepsi#cite_note-21http://en.wikipedia.org/wiki/Pepsi#cite_note-21http://en.wikipedia.org/wiki/Pepsi#cite_note-21http://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Saudi_Arabiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Omanhttp://en.wikipedia.org/wiki/Pepsi#cite_note-21http://en.wikipedia.org/wiki/Buffalo,_New_Yorkhttp://en.wikipedia.org/wiki/Utahhttp://en.wikipedia.org/wiki/North_Dakotahttp://en.wikipedia.org/wiki/Appalachiahttp://en.wikipedia.org/wiki/Pepsi#cite_note-20http://en.wikipedia.org/wiki/Beverage_Digesthttp://en.wikipedia.org/wiki/New_Cokehttp://en.wikipedia.org/wiki/Coca-Cola_formulahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Vanillahttp://en.wikipedia.org/wiki/Vanillinhttp://en.wikipedia.org/wiki/Orange_%28fruit%29http://en.wikipedia.org/wiki/Lemonhttp://en.wikipedia.org/wiki/Pepsi_Challengehttp://en.wikipedia.org/wiki/Blind_taste_testhttp://en.wikipedia.org/wiki/Cola_Warshttp://en.wikipedia.org/wiki/Pepsi#cite_note-19http://en.wikipedia.org/wiki/Pepsi_Nexthttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Cherryhttp://en.wikipedia.org/wiki/Blueberryhttp://en.wikipedia.org/wiki/Memorial_Dayhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Pepsi#cite_note-18http://en.wikipedia.org/wiki/Pepsi_Wild_Cherryhttp://en.wikipedia.org/wiki/Mexicohttp://en.wikipedia.org/wiki/France


7/8

of thePakistan cricket teamsince the 1990s); theDominican Republic;Guatemala; the

Canadian provincesofQuebec,Newfoundland and Labrador,Nova Scotia, andPrince

Edward Island; andNorthern Ontario.[22]

Pepsi had long been the drink of CanadianFrancophonesand it continues to hold its

dominance by relying on localQubcoiscelebrities (especiallyClaude Meunier, ofLa PetiteViefame) to sell its product.

[23]PepsiCo introduced the Quebec slogan "here, it's Pepsi" (Ici,

c'est Pepsi) in response to Coca-Cola ads proclaiming "Around the world, it's Coke" (Partout

dans le monde, c'est Coke).

As of 2012, Pepsi is the third most popular carbonated drink in India with a 15% market

share, behindSpriteandThums Up. In comparison, Coca Cola is the fourth most popular

carbonated drink occupying a mere 8.8% of the Indian market share.[24]

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 theForeign Exchange Regulation Act(FERA). In 1988,

PepsiCo gained entry to India by creating a joint venture with the Punjab government-ownedPunjab Agro Industrial Corporation(PAIC) andVoltas 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 returned in pursuance of India'sLiberalizationpolicy.[25]

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

Cold Warended. In 1972, PepsiCo company struck a barter agreement with the then

government of theSoviet Union, in which PepsiCo was granted exportation and Western

marketing rights toStolichnayavodka in exchange for importation and Soviet marketing of

Pepsi-Cola.[26][27]

This exchange led to Pepsi-Cola being the first foreign product sanctioned

for sale in theU.S.S.R.[28]

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 underMikhail Gorbachev. Critics

viewed the policy 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.[29]

This was reflected in Russian author Victor Pelevin's

book"Generation P".

In 1989,Billy Joelmentioned the rivalry between the two companies in the song "We Didn't

Start The Fire". The line "Rock & Roller Cola Wars" refers to Pepsi and Coke's usage of

various musicians in advertising campaigns. Coke usedPaula Abdul, while Pepsi used

Michael Jackson. Both companies then competed to get other musicians to advertise its

beverages.

In 1992, following thedissolution of the Soviet Union, 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.[30]
http://en.wikipedia.org/wiki/Pakistan_cricket_teamhttp://en.wikipedia.org/wiki/Pakistan_cricket_teamhttp://en.wikipedia.org/wiki/Pakistan_cricket_teamhttp://en.wikipedia.org/wiki/Dominican_Republichttp://en.wikipedia.org/wiki/Dominican_Republichttp://en.wikipedia.org/wiki/Dominican_Republichttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Provinces_and_territories_of_Canadahttp://en.wikipedia.org/wiki/Provinces_and_territories_of_Canadahttp://en.wikipedia.org/wiki/Quebechttp://en.wikipedia.org/wiki/Quebechttp://en.wikipedia.org/wiki/Quebechttp://en.wikipedia.org/wiki/Newfoundland_and_Labradorhttp://en.wikipedia.org/wiki/Newfoundland_and_Labradorhttp://en.wikipedia.org/wiki/Newfoundland_and_Labradorhttp://en.wikipedia.org/wiki/Nova_Scotiahttp://en.wikipedia.org/wiki/Nova_Scotiahttp://en.wikipedia.org/wiki/Nova_Scotiahttp://en.wikipedia.org/wiki/Prince_Edward_Islandhttp://en.wikipedia.org/wiki/Prince_Edward_Islandhttp://en.wikipedia.org/wiki/Prince_Edward_Islandhttp://en.wikipedia.org/wiki/Prince_Edward_Islandhttp://en.wikipedia.org/wiki/Northern_Ontariohttp://en.wikipedia.org/wiki/Northern_Ontariohttp://en.wikipedia.org/wiki/Pepsi#cite_note-22http://en.wikipedia.org/wiki/Pepsi#cite_note-22http://en.wikipedia.org/wiki/Pepsi#cite_note-22http://en.wikipedia.org/wiki/Francophonehttp://en.wikipedia.org/wiki/Francophonehttp://en.wikipedia.org/wiki/Francophonehttp://en.wikipedia.org/wiki/French-speaking_Quebecerhttp://en.wikipedia.org/wiki/French-speaking_Quebecerhttp://en.wikipedia.org/wiki/French-speaking_Quebecerhttp://en.wikipedia.org/wiki/Claude_Meunierhttp://en.wikipedia.org/wiki/Claude_Meunierhttp://en.wikipedia.org/wiki/Claude_Meunierhttp://en.wikipedia.org/wiki/La_Petite_Viehttp://en.wikipedia.org/wiki/La_Petite_Viehttp://en.wikipedia.org/wiki/La_Petite_Viehttp://en.wikipedia.org/wiki/La_Petite_Viehttp://en.wikipedia.org/wiki/Pepsi#cite_note-23http://en.wikipedia.org/wiki/Pepsi#cite_note-23http://en.wikipedia.org/wiki/Pepsi#cite_note-23http://en.wikipedia.org/wiki/Sprite_%28soft_drink%29http://en.wikipedia.org/wiki/Sprite_%28soft_drink%29http://en.wikipedia.org/wiki/Sprite_%28soft_drink%29http://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Pepsi#cite_note-24http://en.wikipedia.org/wiki/Pepsi#cite_note-24http://en.wikipedia.org/wiki/Pepsi#cite_note-24http://en.wikipedia.org/wiki/Foreign_Exchange_Regulation_Acthttp://en.wikipedia.org/wiki/Foreign_Exchange_Regulation_Acthttp://en.wikipedia.org/wiki/Foreign_Exchange_Regulation_Acthttp://en.wikipedia.org/w/index.php?title=Punjab_Agro_Industrial_Corporation&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Punjab_Agro_Industrial_Corporation&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Voltas_India_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Voltas_India_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Voltas_India_Limited&action=edit&redlink=1http://en.wikipedia.org/wiki/Liberalizationhttp://en.wikipedia.org/wiki/Liberalizationhttp://en.wikipedia.org/wiki/Liberalizationhttp://en.wikipedia.org/wiki/Pepsi#cite_note-25http://en.wikipedia.org/wiki/Pepsi#cite_note-25http://en.wikipedia.org/wiki/Pepsi#cite_note-25http://en.wikipedia.org/wiki/Cold_Warhttp://en.wikipedia.org/wiki/Cold_Warhttp://en.wikipedia.org/wiki/Soviet_Unionhttp://en.wikipedia.org/wiki/Soviet_Unionhttp://en.wikipedia.org/wiki/Soviet_Unionhttp://en.wikipedia.org/wiki/Stolichnayahttp://en.wikipedia.org/wiki/Stolichnayahttp://en.wikipedia.org/wiki/Stolichnayahttp://en.wikipedia.org/wiki/Pepsi-Colahttp://en.wikipedia.org/wiki/Pepsi#cite_note-26http://en.wikipedia.org/wiki/Pepsi#cite_note-26http://en.wikipedia.org/wiki/Pepsi#cite_note-26http://en.wikipedia.org/wiki/U.S.S.Rhttp://en.wikipedia.org/wiki/U.S.S.Rhttp://en.wikipedia.org/wiki/Pepsi#cite_note-28http://en.wikipedia.org/wiki/Pepsi#cite_note-28http://en.wikipedia.org/wiki/Pepsi#cite_note-28http://en.wikipedia.org/wiki/Coca_colonizationhttp://en.wikipedia.org/wiki/Coca_colonizationhttp://en.wikipedia.org/w/index.php?title=Pepsi-stroika&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Pepsi-stroika&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Pepsi-stroika&action=edit&redlink=1http://en.wikipedia.org/wiki/Perestroikahttp://en.wikipedia.org/wiki/Perestroikahttp://en.wikipedia.org/wiki/Perestroikahttp://en.wikipedia.org/wiki/Mikhail_Gorbachevhttp://en.wikipedia.org/wiki/Mikhail_Gorbachevhttp://en.wikipedia.org/wiki/Mikhail_Gorbachevhttp://en.wikipedia.org/wiki/Pepsi#cite_note-29http://en.wikipedia.org/wiki/Pepsi#cite_note-29http://en.wikipedia.org/wiki/Pepsi#cite_note-29http://en.wikipedia.org/wiki/Generation_Phttp://en.wikipedia.org/wiki/Generation_Phttp://en.wikipedia.org/wiki/Generation_Phttp://en.wikipedia.org/wiki/Billy_Joelhttp://en.wikipedia.org/wiki/Billy_Joelhttp://en.wikipedia.org/wiki/Billy_Joelhttp://en.wikipedia.org/wiki/We_Didn%27t_Start_The_Firehttp://en.wikipedia.org/wiki/We_Didn%27t_Start_The_Firehttp://en.wikipedia.org/wiki/We_Didn%27t_Start_The_Firehttp://en.wikipedia.org/wiki/Paula_Abdulhttp://en.wikipedia.org/wiki/Paula_Abdulhttp://en.wikipedia.org/wiki/Paula_Abdulhttp://en.wikipedia.org/wiki/Michael_Jacksonhttp://en.wikipedia.org/wiki/Michael_Jacksonhttp://en.wikipedia.org/wiki/Dissolution_of_the_Soviet_Unionhttp://en.wikipedia.org/wiki/Dissolution_of_the_Soviet_Unionhttp://en.wikipedia.org/wiki/Dissolution_of_the_Soviet_Unionhttp://en.wikipedia.org/wiki/Pepsi#cite_note-30http://en.wikipedia.org/wiki/Pepsi#cite_note-30http://en.wikipedia.org/wiki/Pepsi#cite_note-30http://en.wikipedia.org/wiki/Pepsi#cite_note-30http://en.wikipedia.org/wiki/Dissolution_of_the_Soviet_Unionhttp://en.wikipedia.org/wiki/Michael_Jacksonhttp://en.wikipedia.org/wiki/Paula_Abdulhttp://en.wikipedia.org/wiki/We_Didn%27t_Start_The_Firehttp://en.wikipedia.org/wiki/We_Didn%27t_Start_The_Firehttp://en.wikipedia.org/wiki/Billy_Joelhttp://en.wikipedia.org/wiki/Generation_Phttp://en.wikipedia.org/wiki/Pepsi#cite_note-29http://en.wikipedia.org/wiki/Mikhail_Gorbachevhttp://en.wikipedia.org/wiki/Perestroikahttp://en.wikipedia.org/w/index.php?title=Pepsi-stroika&action=edit&redlink=1http://en.wikipedia.org/wiki/Coca_colonizationhttp://en.wikipedia.org/wiki/Pepsi#cite_note-28http://en.wikipedia.org/wiki/U.S.S.Rhttp://en.wikipedia.org/wiki/Pepsi#cite_note-26http://en.wikipedia.org/wiki/Pepsi#cite_note-26http://en.wikipedia.org/wiki/Pepsi-Colahttp://en.wikipedia.org/wiki/Stolichnayahttp://en.wikipedia.org/wiki/Soviet_Unionhttp://en.wikipedia.org/wiki/Cold_Warhttp://en.wikipedia.org/wiki/Pepsi#cite_note-25http://en.wikipedia.org/wiki/Liberalizationhttp://en.wikipedia.org/w/index.php?title=Voltas_India_Limited&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Punjab_Agro_Industrial_Corporation&action=edit&redlink=1http://en.wikipedia.org/wiki/Foreign_Exchange_Regulation_Acthttp://en.wikipedia.org/wiki/Pepsi#cite_note-24http://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Sprite_%28soft_drink%29http://en.wikipedia.org/wiki/Pepsi#cite_note-23http://en.wikipedia.org/wiki/La_Petite_Viehttp://en.wikipedia.org/wiki/La_Petite_Viehttp://en.wikipedia.org/wiki/Claude_Meunierhttp://en.wikipedia.org/wiki/French-speaking_Quebecerhttp://en.wikipedia.org/wiki/Francophonehttp://en.wikipedia.org/wiki/Pepsi#cite_note-22http://en.wikipedia.org/wiki/Northern_Ontariohttp://en.wikipedia.org/wiki/Prince_Edward_Islandhttp://en.wikipedia.org/wiki/Prince_Edward_Islandhttp://en.wikipedia.org/wiki/Nova_Scotiahttp://en.wikipedia.org/wiki/Newfoundland_and_Labradorhttp://en.wikipedia.org/wiki/Quebechttp://en.wikipedia.org/wiki/Provinces_and_territories_of_Canadahttp://en.wikipedia.org/wiki/Guatemalahttp://en.wikipedia.org/wiki/Dominican_Republichttp://en.wikipedia.org/wiki/Pakistan_cricket_team


8/8

Pepsi did not sell soft drinks in Israel until 1991. 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, saying that economic,

rather than political, reasons kept it out of Israel.[31]

Pepsiman

Pepsiman is an official Pepsi mascot from Pepsi'sJapanesecorporate branch. The design of

the Pepsiman character is attributed to Canadian comic book artistTravis 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 in injury.

In 1996,Sega-AM2released theSega Saturnversion of its arcade fighting gameFightingVipers. 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,KIDdeveloped avideo gamefor thePlayStationentitled Pepsiman. As the titular

character, 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.
http://en.wikipedia.org/wiki/Pepsi#cite_note-31http://en.wikipedia.org/wiki/Pepsi#cite_note-31http://en.wikipedia.org/wiki/Pepsi#cite_note-31http://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Travis_Charesthttp://en.wikipedia.org/wiki/Travis_Charesthttp://en.wikipedia.org/wiki/Travis_Charesthttp://en.wikipedia.org/wiki/Sega-AM2http://en.wikipedia.org/wiki/Sega-AM2http://en.wikipedia.org/wiki/Sega-AM2http://en.wikipedia.org/wiki/Sega_Saturnhttp://en.wikipedia.org/wiki/Sega_Saturnhttp://en.wikipedia.org/wiki/Sega_Saturnhttp://en.wikipedia.org/wiki/Fighting_Vipershttp://en.wikipedia.org/wiki/Fighting_Vipershttp://en.wikipedia.org/wiki/Fighting_Vipershttp://en.wikipedia.org/wiki/Fighting_Vipershttp://en.wikipedia.org/wiki/KIDhttp://en.wikipedia.org/wiki/KIDhttp://en.wikipedia.org/wiki/KIDhttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/PlayStation_%28console%29http://en.wikipedia.org/wiki/PlayStation_%28console%29http://en.wikipedia.org/wiki/PlayStation_%28console%29http://en.wikipedia.org/wiki/PlayStation_%28console%29http://en.wikipedia.org/wiki/Video_gamehttp://en.wikipedia.org/wiki/KIDhttp://en.wikipedia.org/wiki/Fighting_Vipershttp://en.wikipedia.org/wiki/Fighting_Vipershttp://en.wikipedia.org/wiki/Sega_Saturnhttp://en.wikipedia.org/wiki/Sega-AM2http://en.wikipedia.org/wiki/Travis_Charesthttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Pepsi#cite_note-31

project pepsi.docx

Documents

Transcript of project pepsi.docx