8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 1/10

Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1898by Caleb Bradham, who made it at his home where the drink was sold. It was later labeled PepsiCola, named after the digestive enzyme pepsin and kola nuts used in the recipe.[2] Bradhamsought to create a fountain drink that was delicious and would aid in digestion and boostenergy.[3] 

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse.That year, Bradham sold 7,968 gallons of  syrup. The next year, Pepsi was sold in six-ouncebottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing,invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" wasthen used over the next two decades.[4] In 1926, Pepsi received its first logo redesign since theoriginal design of 1905. In 1929, the logo was changed again.

In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy - inlarge part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a

result of  World War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark .

[5]

 Eight years later, the company went bankrupt again. Pepsi's assets were then purchased byCharles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores thatcontained soda fountains. He sought to replace Coca-Cola at his stores' fountains after Cokerefused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.

On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered theopportunity to purchase the Pepsi-Cola company, and it declined on each occasion.[6] 

Pepsi-Cola trademark

The original stylized Pepsi-Cola logo

The second stylized Pepsi-Cola logo

The original trademark application for Pepsi-Cola was filed on September 23, 1902 withregistration approved on June 16, 1903. In the application's statement, Caleb Bradham describesthe 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 aflavoring-syrup for soda water. The trademark expired on April 15, 1994.

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 2/10

A second Pepsi-Cola trademark is on record with the USPTO. The application date submitted byCaleb Bradham for the second trademark is Saturday, April 15, 1905 with the successfulregistration date of April 15, 1906, over three years after the original date. Curiously, in thisapplication, 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 andrenewed and is owned by Pepsico, Inc. of  Purchase, New York . 

Rise

During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to fivecents, sales increased substantially. With a radio advertising campaign featuring the  jingle "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 jingle never ends. Pepsiencouraged price-watching consumers to switch, obliquely referring to the Coca-Cola standard

of six ounces per bottle for the price of five cents (a nickel), instead of the 12 ounces Pepsi soldat the same price.[7] Coming at a time of economic crisis, the campaign succeeded in boostingPepsi's status. From 1936 to 1938, Pepsi-Cola's profits doubled.[8] 

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he hadinitially used Loft's finances and facilities to establish the new Pepsi success, the near-bankruptLoft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v.

 Loft , then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in aloss for Guth.

Niche marketing

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 3/10

1940s advertisement specifically targeting African Americans

Walter Mack  was named the new President of Pepsi-Cola and guided the company through the1940s. Mack, who supported progressive causes, noticed that the company's strategy of usingadvertising for a general audience either ignored African Americans or used ethnic stereotypes in

portraying blacks. He realized African Americans were an untapped niche market and that Pepsistood to gain market share by targeting its advertising directly towards them.[9] To this end, hehired Hennan Smith, an advertising executive "from the Negro newspaper field"[10] to lead an all-black sales team, which had to be cut due to the onset of  World War II. In 1947, Mack resumedhis efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up with advertisingportraying black Americans in a positive light, such as one with a smiling mother holding a sixpack  of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce)[11] reaches up for one. Another ad campaign, titled "Leaders in Their Fields", profiled twentyprominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographerGordon Parks. 

Boyd also led a sales team composed entirely of blacks around the country to promote Pepsi.Racial segregation and Jim Crow laws were still in place throughout much of the U.S.; Boyd'steam faced a great deal of discrimination as a result,[10] from insults by Pepsi co-workers tothreats by the Ku Klux Klan.[11] On the other hand, they were able to use racism as a sellingpoint, attacking Coke's reluctance to hire blacks and support by the chairman of Coke forsegregationist Governor of Georgia Herman Talmadge.[9] As a result, Pepsi's market share ascompared to Coke's shot up dramatically. After the sales team visited Chicago, Pepsi's share inthe city overtook that of Coke for the first time.[9] 

This focus on the market for black people caused some consternation within the company andamong its affiliates. They did not want to seem focused on black customers for fear white 

customers would be pushed away.

[9]

 In a meeting at the Waldorf-Astoria Hotel, Mack tried toassuage the 500 bottlers in attendance by pandering to them, saying, "We don't want it to becomeknown as a nigger drink."[12] After Mack left the company in 1950, support for the black salesteam faded and it was cut.

Marketing

Pepsi logo (1970-1991) In 1987, the font was modified slightly to a more rounded version whichwas used until 1991. This logo is now used for Pepsi Throwback  

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 4/10

 

Pepsi logo (2003 – 2008). Pepsi Wild Cherry and Pepsi ONE continued to use this design throughMarch 2010. This logo is still in use in India and other international markets. The originalversion had the Pepsi wording on the top left of the Pepsi 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 commonlyused 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 withdifferent lyrics.

With the rise of radio, Pepsi utilized the services of a young, up-and-coming actress named PollyBergen to promote products, oftentimes lending her singing talents to the classic "...Hits TheSpot" jingle.

Through the intervening decades, there have been many different Pepsi theme songs sung ontelevision by a variety of artists, from Joanie Summers to The Jacksons to Britney Spears. (SeeSlogans) 

In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blindtasting 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 greatadvantage of the campaign with television commercials reporting the results to the public.[13] 

In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, DeniseMuck, to coincide with the United States bicentennial celebration.

In 1996, PepsiCo launched the highly successful Pepsi Stuff  marketing strategy. By 2002, thestrategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefinepromotion marketing."[14] 

In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, includedmore than thirty different backgrounds on each can, introducing a new background every three

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 5/10

weeks.[15] One of their background designs includes a string of repetitive numbers, "73774". Thisis a numerical expression from a telephone keypad of the word "Pepsi."

In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and aminimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of 

their can and bottle designs. Also in 2008 Pepsi teamed up with Google/YouTube to produce thefirst daily entertainment show on Youtube, Poptub. This daily show deals with pop culture,internet viral videos, and celebrity gossip. Poptub is updated daily from Pepsi.

In 2009, "Bring Home the Cup," changed to "Team Up and Bring Home the Cup." The newinstallment of the campaign asks for team involvement and an advocate to submit content onbehalf of their team for the chance to have the Stanley Cup delivered to the team's hometown byMark Messier. 

Pepsi has official sponsorship deals with three of the four major North American professionalsports leagues: the National Football League, National Hockey League and Major League

Baseball. Pepsi also sponsors Major League Soccer. It also has the naming rights to the PepsiCenter, an indoor sports facility in Denver, Colorado. 

Pepsi also has sponsorship deals in international cricket teams. The Pakistan cricket team is oneof the teams that the brand sponsors. The team wears the Pepsi logo on the front of their test andODI test match clothing.

On July 6, 2009, Pepsi announced it would make a $1 billion investment in Russia over threeyears, bringing the total Pepsi investment in the country to $4 billion.[16] 

In July 2009, Pepsi started marketing itself as Pecsi in Argentina in 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 Pepsi and Pepsi Max began using all lower-casefonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue andred globe trademark  became a series of "smiles," with the central white band arcing at differentangles depending on the product until 2010. Pepsi released this logo in U.S. in late 2008, andlater it was released in 2009 in Canada (the first country outside of the United States for Pepsi'snew logo), Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina,Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia. Inthe rest of the world the new logo has been released in 2010. The old logo is still used in severalmarkets internationally, and has been phased out most recently in France and Mexico. The UKstarted to use the new Pepsi logo on cans in an order different from the US can. In mid-2010, allPepsi variants, regular, diet, and Pepsi Max, have started using only the medium-sized "smile"Pepsi Globe.

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 6/10

Pepsi and Pepsi Max cans and bottles in Australia now carry the localized version of the newPepsi Logo. The word Pepsi and the logo are in the new style, while the word "Max" is still inthe previous style. Pepsi Wild Cherry finally 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 "skinnyis better" ethos, and the National Eating Disorders Association, which said that it takes offense tothe can and the company's "thoughtless and irresponsible" comments. PepsiCo Inc. is a FashionWeek 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 anew "social" vending machine, and even record a video that the stranger would see when theypick up the gift.[citation needed ] 

In May 2011, the week before Memorial Day, Pepsi launched a limited edition flavor called"Memorial Day Pepsi", with blueberry and cherry flavors added to the cola.

Rivalry with Coca-Cola

 Main article: Cola Wars 

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsiconducted blind taste tests in stores, in what was called the "Pepsi Challenge". These testssuggested that more consumers preferred the taste of Pepsi (which is believed to have morelemon oil, and less orange oil, and uses vanillin rather than vanilla) to Coke. The sales of Pepsi

started to climb, and Pepsi kicked off the "Challenge" across the nation. This became known asthe "Cola Wars".

In 1985,The Coca-Cola Company, amid much publicity, changed its formula. The theory hasbeen advanced that New Coke, as the reformulated drink came to be known, was inventedspecifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Colaquickly reintroducing the original formula as Coke "Classic".

According to  Beverage Digest ' s 2008 report on carbonated soft drinks, PepsiCo's U.S. marketshare is 30.8 percent, while The Coca-Cola Company's is 42.7 percent.[19] Coca-Cola outsellsPepsi in most parts of the U.S., notable exceptions being central Appalachia, North Dakota, and

Utah. In the city of  Buffalo, New York, Pepsi outsells Coca-Cola by a two-to-one margin.

[20]

 

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. However,exceptions include India; Saudi Arabia; Pakistan (Pepsi has been a dominant sponsor of thePakistan cricket team since the 1990s); the Dominican Republic; Guatemala the Canadianprovinces of  Quebec, Newfoundland and Labrador, Nova Scotia, and Prince Edward Island; andNorthern Ontario.[21] 

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 7/10

Pepsi had long been the drink of Canadian Francophones and it continues to hold its dominanceby relying on local Québécois celebrities (especially Claude Meunier, of   La Petite Vie fame) tosell its product.[22] PepsiCo used the slogan "here, it's Pepsi" (Ici, c'est Pepsi) to answer to Coca-cola publicity "Everywhere in the world, it's Coke" (Partout dans le monde, c'est Coke).

By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after anew government ordered The Coca-Cola Company to turn over its secret formula for Coke anddilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In1988, PepsiCo gained entry to India by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venturemarketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; PepsiCobought out its partners and ended the joint venture in 1994. In 1993, The Coca-Cola Companyreturned in pursuance of India's Liberalization policy.[23] In 2005, The Coca-Cola Company andPepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola India's marketshare was 52.5%.[24] 

In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the ColdWar ended. In 1972, PepsiCo company struck a barter agreement with the then government of the Soviet Union, in which PepsiCo was granted exportation and Western marketing rights toStolichnaya vodka in exchange for importation and Soviet marketing of  Pepsi-Cola.[25] [26] Thisexchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the U.S.S.R.[27] 

Reminiscent of the way that Coca-Cola became a cultural icon and its global spread spawnedwords like "coca colonization", Pepsi-Cola and its relation to the Soviet system turned it into anicon. In the early 1990s, the term "Pepsi-stroika" began appearing as a pun on "perestroika", thereform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as a lot of fizz without substance and 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 thatrelationship and the Soviet policy.[28] This was reflected in Russian author Victor Pelevin's book "Generation P".

In 1989, Billy Joel mentioned the rivalry between the two companies in the song "We Didn'tStart The Fire". The line "Rock & Roll and Cola Wars" refers to Pepsi and Coke's usage of various musicians in their advertising campaigns. Coke used Paula Abdul, while Pepsi usedMichael Jackson. They then continued to try to get other musicians to advertise their beverages.

In 1992, following the dissolution of the Soviet Union, Coca-Cola was introduced to the Russianmarket. As it came to be associated with the new system, and Pepsi to the old, Coca-Cola rapidlycaptured a significant market share that might otherwise have required years to achieve. By July2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.[29] 

Pepsi did not sell soft drinks in Israel until 1991. Many Israelis and some American Jewishorganizations attributed Pepsi's previous reluctance to do battle to the Arab boycott. Pepsi, whichhas a large and lucrative business in the Arab world, denied that, saying that economic, ratherthan political, reasons kept it out of Israel.[30] 

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 8/10

Slogans

  1939 – 1950: "Twice as Much for a Nickel"  1950: "More Bounce to the Ounce"  1950 – 1957: "Any Weather is Pepsi Weather"  1957 – 1958: "Say Pepsi, Please"  1958 – 1960: "Don't be a Tramp, Buy a Can" Zane  1961 – 1964: "Now Its Pepsi for Those Who Think Young" (jingle sung by Joanie Sommers)   1964 – 1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie Sommers)  1967 – 1969: "(Taste that beats the others cold) Pepsi Pours It On".  1969 – 1975: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"  1975 – 1977: "Buy a can 50p"  1977 – 1980: "Join the Pepsi People (Feeling Free)"  1980 – 1981: "Catch That Pepsi Spirit" (David Lucas, composer)  1981 – 1983: "Pepsi's got your taste for life"  1983: "Its cheaper than Coke!" 

1983 – 1984: "Pepsi Now! Take the Challenge!"  1984 – 1991: "Pepsi. The Choice of a New Generation" (commercial with Michael Jackson 

and The Jacksons, featuring the Pepsi version of "Billie Jean", "Bad" and "Black or White"."Black of White"'s was promoting the  Dangerous World Tour .)

  1984 – 1988: "Diet Pepsi. The Choice of a New Generation"  1988 – 1989: "Diet Pepsi. The Taste That's Generations Ahead"  1989 – 1990: "Diet Pepsi. The Right One"  1989 – 1992: "Diet Pepsi. The Taste That Beats Diet Coke"  1986 – 1987: "We've Got the Taste" (commercial with Tina Turner)   1987 – 1990: "Pepsi's Cool" (commercial with Michael Jackson, featuring Pepsi version of 

Bad)  

1990 – 1991: "You got the right one Baby UH HUH" (sung by Ray Charles for Diet Pepsi)  1990 – 1991: "Yehi hai right choice Baby UH HUH" (Hindi - meaning "This is the right

choice Baby UH HUH") (India)  1991 – 1992: "Gotta Have It"/"Chill Out"  1992 – 1993: "Be Young, Have Fun, Drink Pepsi"  1993 – 1994: "Right Now" (Van Halen song for the Crystal Pepsi advertisement)  1994 – 1995: "Double Dutch Bus" (Pepsi song sung by Brad Bentz)  1995: "Nothing Else is a Pepsi"  1995 – 1996: "Drink Pepsi. Get Stuff." Pepsi Stuff  campaign  1996 – 1997: "Pepsi: There's nothing official about it" (During the Wills World Cup (cricket)

held in India/Pakistan/Sri Lanka) 

1997 – 1998: "Generation Next" (with the Spice Girls)   1998 – 1999: "Its the cola" (100th anniversary commercial)  1999 – 2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with

Britney Spears / commercial with Mary J. Blige)   1999 – 2006: "Yeh Dil Maange More!" (Hindi - meaning "This heart asks for more") (India)   2003: "Its the Cola"/"Dare for More" (Pepsi Commercial)  2006 – 2007: "Why You Doggin' Me"/"Taste the one that's forever young" (Mary J. Blige)   2007 – 2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander)

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 9/10

  2000 – present: "pepsi ye pyaas heh bari" ((Urdu) meaning "There is a lot of thrist"(Pakistan))

  2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)  2008: "Рepsi is #1" Тv commercial (Luke Rosin)   2008 – present: "Something For Everyone" 

2009 – present: "Refresh Everything"/"Every Generation Refreshes the World"  2009 – present: "Yeh hai youngistaan meri jaan" (Hindi - meaning "This is our young country

my baby")  2009 – present: "My Pepsi My Way"(India)   2009 – present: "Refresca tu Mundo" (Spanish - meaning "Refresh your world") (Spanish

Spoken countries in Latin America)   2010 – present: "Every Pepsi Refreshes The World"  2010 – present "Pepsi. Sarap Magbago." (Philippines - meaning "Its nice to change")  2010 – 2011 "Badal Do Zamana" (Urdu - meaning "Change The World" by CALL)(Pakistan)   2010 – present: "Pode ser bom, pode ser muito bom, pode ser Pepsi" (Can be good, can be

very good, can be Pepsi) - Brazil  

2011 – present: "Change the game" (Bangladesh, India for the 2011 Cricket World Cup)   2011 – present "Dunya Hai Dil Walon Ki" (Pakistan-meaning World is For Lovers by Ali

Zafar)  2011 – present "Ici, c'est Pepsi" (Québec-meaning Here, it's pepsi  2011-present "Summer Time is Pepsi Time"  2011-present "Born in the Carolinas"

Pepsiman

Pepsiman is an official Pepsi mascot from Pepsi's Japanese corporate branch. The design of thePepsiman character is attributed to Canadian comic book artist Travis Charest, created sometime

around the mid 1990s. Pepsiman took on three different outfits, each one representing the currentstyle 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 wouldresult in injury.

In 1996, Sega-AM2 released the Sega Saturn version of their arcade fighting game Fighting

Vipers. In this game Pepsiman was included as a special character, with his specialty listed asbeing the ability to "quench one's thirst". He does not appear in any other version or sequel. In1999, KID developed a video game for the PlayStation entitled Pepsiman. As the titular

character, the player runs, skateboards, rolls, and stumbles through various areas, avoidingdangers and collecting cans of Pepsi all while trying to reach a thirsty person as in thecommercials.

Variants

 Main article:  List of Pepsi variations 

8/3/2019 Pepsi Was First Introduced As

http://slidepdf.com/reader/full/pepsi-was-first-introduced-as 10/10

Ingredients

In the United States, Pepsi is made with carbonated water, high fructose corn syrup, caramelcolor, sugar, Phosphoric acid, caffeine, citric acid and natural flavors. A can of Pepsi (12 flounces) has 41 grams of  carbohydrates (all from sugar), 30 mg of  sodium, 0 grams of  fat, 

0 grams of  protein, 38 mg of  caffeine and 150 calories.[31][32] The caffeine-free Pepsi-Colacontains the same ingredients but without the caffeine.

The original Pepsi-Cola recipe was available from documents filed with the court at the time thatthe Pepsi-Cola Company went bankrupt in 1929. The original formula contained neither cola norcaffeine.[citation needed ] 

See also