Soft Drink Advertisement Research.
When it comes to advertising soft drinks, you have to consider many things; Who the product is for, what qualities you can bring and what makes you stand out in the large world of marketing, especially in the soft drinks companies. For example how Coca-Cola and PepsiCo have spent billions on advertisement alone, just to push their product to the consumer.
Coke and Pepsi are two of the biggest beverage companies in the world and many other soft drinks are part of their franchise, such as Sprite and Dr Pepper for Coke and Mountain Dew and 7UP for PepsiCo. Each product has it's own target demographic for when they create the advertisement for example Diet Coke is famous for having an attractive well toned man taking shirt off in the heat while he works hard, as women ogle him, whereas Pepsi Max often dictates extreme sports or men having a good time. Of course the products are for everybody in the wide scheme of things but the adverts will suggest that they might be for a certain target.
Here are some examples of soft drink advertisement:
You can tell by watching these adverts who they are aimed at, the first being the Pepsi Max ad, this is targeted to all demographics but mainly it aspires to young men aged between twenty five to thirty five, with it's carefree attitude and having friends that stick out for you. Basically saying Pepsi Max is your friend and it will stick out for you when you need it. This is the connotation behind the advertisement. The socio-economics for this particular ad campaign are working class, skilled working class, lower middle class and middle class. With the job interview as the plot for the advertisement most of these people would appreciate the humour behind it, as they would have all been to a job interview before. The Vals for the demographic whom watch this commercial would be striver's, because they feel they need to have some excitement in their lives which the ad shows they can; Achievers, because the commercial shows how people obtain their goals even if it's via unconventional means and finally, actualisers, the advertisement shows people getting what they want and it would aspire to that particular demographic.
Each of the other adverts in the list as well as the millions of adverts around the globe each have their own target demographic, for example the third advert in the list above has The Simpsons staring in it and because the yellow family is hugely famous around the world, they are easily recognisable which makes it easier for the people to relate to it. Which means the target demographic would be fans of that particular animated television show.
The producers for each of the advertisements have targeted particular demographics by showing something familiar, whether it's The Simpsons or having famous footballers in the Pepsi ad (see 2nd video above) these all are ways of getting their consumers to purchase their products. With the Diet Coke advertisement, they use sex to sell their product, which of course is a common use as it works, all advertisement companies know this and will often get on the sex sells band wagon.
It's a little more difficult to suggest what the target demographic for the products when they are advertised on other means, such as in magazines or on billboards etc... One could argue that the target audience is to do with where the ad is placed for example if it's in a woman's magazine, i.e. Heat magazine the product would be targeted to women, however that same ad campaign can be seen in FHM magazine for example so it's hard to tell, of course the most famous advertising campaign coke ever came up with is creating Santa Claus. (The man in the red suit) therefore having young children as their target audience.
Here are some other samples of advertising campaigns with both companies:
The advertising techniques and messages they have used to promote their product are placing the price on the advert as seen in the 1943 black and white and with the 5 cents on there. They have also placed a straw going into a window on the coke ad on the side of the wall of a flat, with the slogan “Refreshing on the side of life” and with it being the on the side of someone's residents it has a connotation of being on the side of that particular building and refreshes people who reside there. The television advertisements will use a lot of comedy in their attempt to gain consumers as people like to laugh and it makes the product seem light hearted and those who drink them will be able to relax and take a load off, for example with the Diet Coke they have a break at 11.30 and with the Pepsi ad the footballers and the children are all having fun together and not taking things to seriously.
Coke often target families and children in their campaigns such as the polar bear advertisement and the Xmas “Holidays are coming” campaign, they seem to be more mainstream, whereas Pepsi is often associated with being more trendy with it's hip hop stars and celebrities often in their commercials such as David Beckham and Snoop Dogg and sporty with their famous footballers like Lionel Messi and Frank Lampard others. Coke has a healthy approach with Coke Zero, with it's 100% no sugar campaign.
The brands logos and typeface again differ from one another, Pepsi is more bold with it's white a blue shadow around the letters it also has a ball for it's logo, which again identifies itself with sports such as tennis as it looks similar to a tennis ball. The colours are red blue and white which of course represents the colours of the United States of America's flag from which the drink originated from, so it has a element of patriotism behind it. Coke on the other hand uses a more stylish typeface, very calligraphic font, basically saying we take our product seriously, look how much time we spent on even the logo, instead of slapping something together. The colours are pretty basic, just red and white which again just makes the product stand out as these are two of the dominate colours in the spectrum and are often used, mainly to have an impact on the consumers eyes.
Both designs have been copywrited as you can can see my the registered trade mark symbol on them. The Pepsi logo (the ball) aforementioned would have a copywrite infringement on it aswell.
The slogans for these soft drinks change through out the years here they are:
Soft drinks are advertised in all kind of manners, from newspapers, magazines, television, internet, films and even on people. Here are more examples of soft drinks being advertised:
The photograph of the man with the Pepsi Logo tattooed on his left shoulder is WWE Superstar CM Punk, he is sometimes known for referring to a diet soda when performing on the show which is viewed by millions around the world. Of course he doesn't state a particular brand but because of his tattoo, people will probably think that one, so subliminally Pepsi would be the brand that is advertised.
Aswell as logo's there are sometimes characters that are associated with the drink, whether it's the “Lilt” Ladies, or Fido Dido from the 7UP campaign back in the 90's.