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The PepsiCo challenge never ends for world's #2 carbonated soft-drink makers. Its softdrinks include Pepsi, Mountain Dew, 7UP, Slice, Mirinda and Atom to name a few. Aerated drinks are a major part of the company's offerings. Pepsi sells Tropicana orange juice brands, Gatorade sports drink, SoBe tea, and Aquafina water as well. The company also owns FritoLay, the world's #1 snack maker with offerings such as Lay's, Ruffles Doritos, Fritos. Its Quaker Foods unit offers breakfast cereals (Life, Quaker Oats), rice (Rice-A-Roni), and side dishes (Near East). Pepsi's products are available in some 200 countries. In 2010 the company acquired its two largest bottlers, Pepsi Bottling Group and Pepsi Americas.

Pepsi is a soft drink manufactured, bottled and distributed by PepsiCo Inc. headquartered in Purchase, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. We begin by getting to know about Pepsis’ history, humble beginnings, its growth and how Pepsi has managed to gain a strong foothold in the soft-drink industry.

His creation." He also began awarding franchises to bottle Pepsi to independent investors. Invigorating.S." Caleb decided to rename it "Pepsi-Cola. he launched the Pepsi-Cola Company in the back room of his pharmacy and applied to the U. North Carolina. He did so by concocting his own special beverage." and advertised his new soft drink. he mixed the syrup himself and sold it exclusively through soda fountains. So a young pharmacist named Caleb Bradham began experimenting with combinations of spices. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. 1903. in the cities of . a soft drink. juices. Caleb Bradham knew that to keep people returning to his pharmacy. Patent Office. People responded. "Pepsi-Cola" was officially registered with the U.Pepsi: A Brief History: The summer of 1898. In 1902.S. whose number grew from just two in 1905. he would have to turn it into a gathering place. Aids Digestion. [Pic: Caleb Bradham (circled) was too focused on serving his customers Pepsi to pose for this picture] Business grew and on June 16. convincing him that he should form a company to market the new beverage. Patent Office for a trademark. was hot and humid in New Bern. vanilla and rare oils became so popular that his customers named it "Brad's Drink. At first. as usual. a unique mixture of kola nut extract. and sales of Pepsi-Cola started to grow. Caleb sold 7. and syrups trying to create a refreshing new drink to serve his customers.968 gallons of syrup using the theme line "Exhilarating. He succeeded beyond all expectations because he invented the beverage known around the world as Pepsi-Cola. That year.

the new company was selling more than 100. until finally. only two plants remained open." Then came World War I and the cost of doing business increased drastically. a fine bracer before a race. a large chain of candy stores and soda fountains along the eastern seaboard." The previous year. They were the cornerstone of the Pepsi-Cola enterprise. Caleb now promoted Pepsi sales with the slogan. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink. It will satisfy you. Caleb was forced into a series of business gambles just to survive. Sugar prices see sawed between record highs and disastrous lows.. provided a sturdy foundation. Building a strong franchise system was one of Caleb's greatest achievements. It wasn't until a successful candy manufacturers. there were Pepsi-Cola franchises in 24 states. "Drink Pepsi-Cola. Charles G. and so did the price of producing Pepsi-Cola. after three exhausting years. and at the same time to add an attractive drawing card to Loft's soda .Charlotte and Durham. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense. invigorating. Local Pepsi-Cola bottlers." Pepsi-Cola enjoyed 17 unbroken years of success. Guth appeared on the scene that the future of Pepsi-Cola was assured. Pepsi had been one of the first companies in the United States to switch from horse-drawn transport to motor vehicles. to 15 the following year. He saw PepsiCola as an opportunity to discontinue an unsatisfactory business relationship with the CocaCola Company. his luck ran out and he was bankrupted. North Carolina. Growth was phenomenal. and 40 by 1907.refreshing. Pepsi-Cola's first bottling line resulted from some less-thansophisticated engineering in the back room of Caleb's pharmacy.. and Caleb's business expertise captured widespread attention. By 1907. By the end of 1910. entrepreneurial in spirit and dedicated to the product's success. Guth was the President of Loft Incorporated. and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. By 1921.000 gallons of syrup per year.

more modern logo is adopted. Pepsi-Cola was once again a thriving national brand. Pepsi Timeline: 1905: A new logo appears. 1940: Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. 1938: The trademark is registered in the Soviet Union. Nickel" will eventually become a hit record and will be translated into 55 languages. a fine bracer before a race.." 1934: Pepsi begins selling a 12-ounce bottle for five cents." introduces the theme "Twice as Much for a Nickel" to increase consumer awareness of Pepsi's value advantage. 1939: A newspaper cartoon strip. . 1907: The Pepsi trademark is registered in Mexico. and will be used intermittently over the next two decades. A new. "Nickel. After five owners and 15 unprofitable years. the same price charged by its competitors for six ounces. 1906: The logo is redesigned and a new slogan added: "The original pure food drink. 1909: Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as "A bully drink." The trademark is registered in Canada. "Drink Pepsi-Cola. 1920: Pepsi appeals to consumers with. He was right.fountains.. "Pepsi & Pete." The theme "Delicious and Healthful" appears. invigorating. It will satisfy you.refreshing. the first change from the original created in 1898.

operates throughout the war. "Bigger Drink. The logo is again updated. recognizing the increasing importance of the younger. 1943: The "Twice as Much" advertising strategy expands to include the theme. for those who think Young" defines youth as a state of mind as much as a chronological age. Pepsi recognizes the change. New York. Why take less when Pepsi's best?" is added to "Twice as Much" advertising. maintaining the brand's appeal to all market segments. It is the first time a product is identified." as a consequence of its long-time positioning as a bargain brand. "Come alive! You're in the Pepsi Generation" makes advertising history. Sometimes referred to as "the kitchen cola. and a new strategy based on Pepsi's lower caloric content is implemented with "The Light Refreshment" campaign. enabling more than a million families to record messages for armed services personnel overseas. the post-war baby boom emerges as a social and marketplace phenomenon. and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. Have a Pepsi" theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle. "Now it’s Pepsi. 1953: Americans become more weight conscious. 1958: Pepsi struggles to enhance its brand image. post-war generation.1941: In support of America's war effort. fashionable consumers with the "Be Sociable. 1963: In one of the most significant demographic events in commercial history. as by its consumers' lifestyles and attitudes. 1950: "More Bounce to the Ounce" becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. . Pepsi now identifies itself with young. white and blue. Better Taste. 1961: Pepsi further refines its target audience. not so much by its attributes. Pepsi changes the colour of its bottle crowns to red. A Pepsi canteen in Times Square.

the only question remaining is how to add that message to Pepsi Generation advertising. Youth and lifestyle are still the campaign's driving forces. 1966: Diet Pepsi's first independent campaign. and Americans are looking to the future with renewed optimism. Mountain Dew. 1976: "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving national mood. Diet Pepsi. It pictures us the way we are-one people. 1973: Pepsi Generation advertising continues to evolve. "YaHoo. Mountain Dew!" 1969: "You've got a lot to live. 1979: With the end of the '70s comes the end of a national malaise. . is introduced into PepsiCola advertising. but many personalities.1964: A new product. 1982: With all the evidence showing that Pepsi's taste is superior. "Pepsi's got your Taste for Life!" a triumphant celebration of great times and great taste. "Catch that Pepsi Spirit!" catches the mood and the Pepsi Generation carries it forward into the '80s. feeling Free" captures the mood of a nation involved in massive social and political change. built around the instantly recognizable tag line.S. bicentennial. "Join the Pepsi People. becomes an instant commercial classic." a 30-second snapshot of an encounter between a very small boy and some even smaller dogs. Advertising for another new product. "Puppies. airs for the first time." a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture. a regional brand acquired in 1964. "Girlwatchers" focuses on the cosmetic benefits of the lowcalorie cola. The "Girl-watchers" musical theme becomes a Top 40 hit. but with "Live/Give. The answer. Patriotism has been restored by an exuberant celebration of the U. Pepsi's got a lot to give" marks a shift in Pepsi Generation advertising strategy.

included more than thirty different backgrounds on each can. introducing a new background every three weeks." 1985: After an absence of 27 years. and for the first time. but for Pepsi drinkers. around the world and in Pepsi advertising. too. The two spots quickly become "the most eagerly awaited advertising of all time. Pepsi returns to Times Square." 2007: PepsiCo redesigned their cans for the fourteenth time. One of their background designs includes a string of repetitive numbers 73774. the battle is won. New York. The time is right and so is their soft drink. the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing. 1996: PepsiCo launched the highly successful Pepsi Stuff marketing strategy.1983: The soft drink market grows more competitive." "Chase" airs during the Grammy Awards program and is immediately hailed by the media as "the most-watched commercial in advertising history. with a spectacular 850-square foot electronic display billboard declaring Pepsi to be "America's Choice. It's got to be "Pepsi Now!" 1984: A new generation has emerged-in the United States. the company declares "Nothing else is a Pepsi" and takes the top honours in the year's national advertising championship. "Pepsi. The Choice of a New Generation" announces the change." 1988: Michael Jackson returns to "New Generation" advertising to star in a four-part "Episodic" commercial named "Chase. Michael Jackson." 1995: In a new campaign. By 2002. and the most popular entertainer of the time. stars in the first two commercials of the new campaign." . This is a numerical expression from a telephone keypad of the word "Pepsi.

. The first visible changes were made in 1940 and 1950. Also in 4th quarter of 2008 Pepsi teamed up with Google/YouTube to produce the first daily entertainment show on Youtube Poptub. when red and blue colours replaced the original red logo along with a slight alteration to the shape. This daily show deals with pop culture. Despite a lapse of over 100 years. and celebrity gossip. Logo Analysis: The Pepsi logo. with Pepsi’s success reflected by a sphere which still is part of the world’s most popular logo today. making it just “Pepsi”.2008: Pepsi overhauled their entire brand. Pepsi Cola still leads the beverages industry and continues to capture the hearts and minds of millions of consumers with its dazzling taste and refreshing qualities. The logo again embraced some minor changes on its centennial anniversary in 1998. just like the world’s favourite beverage. Let us have a look at the different logos: Brad's Drink 1893–1898 Pepsi was launched as Brad's Drink in 1893 by Caleb Bradham. internet viral videos. Poptub is updated daily from Pepsi. The redesign was comparable to Coca-Cola's earlier simplification of their can and bottle designs. Another change to the logo was made in 1962 when the word “Cola” was dropped from the logo. Now let us look at how Pepsi has felt the need to rebrand itself by changing its logo time and again. simultaneously introducing a new logo and a minimalist label design. has evolved over a long period of time and has become an all-time recognizable logo across the planet.

Pepsi-Cola 1898–1905 In 1898 it was decided to rename Brad's Drink as Pepsi-Cola. 1905–1906 1906–1940 1940–1961 . This is the first Pepsi-Cola logo to be used.

Pepsi 1961–1973 The swirls are now seen to be more iconic than the script. . thus it was decided to remove the script in favour of a simpler sans serif font.This is the last version of the classic Pepsi-Cola script. 2010–present A new logo was introduced in 1970 based on the Bottle Cap swirls. This logo is used on Pepsi Throwback. the proportions of the swirls have changed and the typeface has changed to a font similar to what would be used for the next sixteen years. 1970–1987. It was at this point Pepsi-Cola was shortened to Pepsi. A feature of this logo is the red and light blue stripes. 1987–1991 In 1987 the logo was modernised.

2003–2008 . The launch includes extravagant publicity stunts. and a banner on the Mir space station.1991–1997 A redesigned and streamlined logo was revealed in September 1991. such as a Concorde aeroplane painted in the new blue colours (which was owned by Air France). Pepsi launched "Project Blue" where the background colour on the label was changed to blue in several International markets outside the United States. The new look was developed with Landor Associates in San Francisco. For the first time the Pepsi text is outside of the swirls. 1997–2003 In June 1997.

as did many countries outside the US. the logo was revamped with a more modern slightly serif font and the Pepsi Globe became more three dimensional (A version of the Pepsi globe imported from the 2002-2003 Diet Pepsi logo). Pepsi Wild Cherry used this design until 2010. It also had the additional of 'water droplets'. (Evolution of Pepsi Cans) . it finally switched to the current logo around late 2012. Pepsi ONE was the last variant to use this design after the current logo was unveiled.In 2003.