HISTORY OF MOUNTAIN DEW

Mountain Dew is a drink distributed and manufactured by PepsiCo. The main formula was invented in
Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 40s, then by
Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964.[1] When
removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque.

As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind
only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same
year.

In October 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of
their core products by late 2008 or early 2009. At the same time they registered the name "Mountain
Dew" and a related logo (see below) with the United States Patent and Trademark Office.[3]

URL

www.mountaindew.com
 BACKGROUND

Mountain Dew is a drink distributed and manufactured by PepsiCo. The main formula was invented in
Knoxville, Tennessee, named and first marketed in Knoxville and Johnson City, TN in the 40s, then by
Barney and Ally Hartman, in Fayetteville, North Carolina and across the United States in 1964. When
removed from its characteristic green bottle, Mountain Dew is bright yellow-green and semi-opaque.
As of 2007, Mountain Dew was the fourth-best-selling carbonated soft drink in the United States, behind
only Coca-Cola Classic, Pepsi-Cola, and Diet Coke. Diet Mountain Dew ranked ninth in sales in the same
year.

In October 2008, it was announced that Pepsi would be redesigning their logos and re-branding many of
their core products by late 2008 or early 2009. At the same time they registered the name "mountain dew"
and a related logo (see below) with the United States Patent and Trademark Office.

Challenge
Mountain Dew (and its energy drink counterpart known as AMP) often incurs the disapproval of some
health experts[4] due to its relatively high caffeine content for a soft drink (or energy drink). However,
Mountain Dew marketed in Australia and Canada.
The Mountain Dew brand team wanted to convey a young, contemporary and in-the-know personality to
keep the brand relevant to targeted consumers. The packaging simply needed an update to stay fresh and
to support this goal.

Solution
The original formulation of Diet Mountain Dew solely contained aspartame as a sweetener, the recently
reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste", contains
three artificial sweeteners: aspartame, acesulfame potassium, and sucralose.
 BRAND ELEMENTS

BRAND NAME

“ MOUNTAIN DEW ”
 LOGO

SLOGANS
Mountain Dew slogans since Pepsi purchased Mountain Dew from the TIP Corporation in 1964:

1965 Yahoo Mountain Dew... It'll Tickle Your Innards

1969 Get That Barefoot Feelin' Drinkin' Mountain Dew

1973 Put a Little Yahoo in Your Life

1974 Hello Sunshine, Hello Mountain Dew

1979 Reach for the Sun, Reach for Mountain Dew

1981 Give Me a Dew

1983 Dew it To it

1986 Dew it Country Cool. (Diet Dew also introduced this year)

1998 Get Vertical

2007 Do the Dew

JINGLES

“Gets that barefoot feeling drinking Mountain Dew."

 “Dew it! Dew it! Mountain Dew”

PRODUCT PACKAGING

PepsiCo's Mountain Dew has become the first carbonated soft drink in the U.S. to use an aluminum
bottle, and is using the new bottles as a canvas for edgy designs from a variety of artists.

The first of the new series was launched in May. It features a design by Paul Rodriguez, a professional
skateboarder sponsored by Mountain Dew, and skater-turned-artist Chris Pastras. Other bottles are being
designed by a graffiti artist, a tattoo artist, a collage artist, a musician and others.

Dew also compares with the competitors and finds them to update its own quality, flavor and also package
promptly in order to satisfy the consumers' need.

BRAND AWARENESS
Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions
and even taste. People like the familiar and are prepared to scribe all sorts of good attitudes to items that
are familiar to them. The Intel Inside campaign has dramatically transferred awareness into perceptions of
technological superiority and market acceptance.

BRAND ADVERTISING

Pepsi, like many other soft drinks, began as a series of experiments at a drugstore soda fountain. By 1898,
pharmacist Caleb Bradham had decided on the best of his concoctions, and dubbed his potion, "Pepsi-
Cola." The company grew steadily, if not always smoothly (the firm went belly-up in 1923 and again in
1931), changing hands, merging, and being bought out. By the 1940s, Pepsi was a going, national concern
(and a patriotic one, using red, white, and blue for its bottlecap colors). In the early 1950s, the company
switched its print ad focus from one using black and white cartoons to a sophisticated campaign using
many of the best young (though often similar in style) illustrators. It's a credit to this campaign and its
artists that the ads from this era still have a fresh, up-to-date appeal and look. Most of these ads could be
successfully republished by Pepsi today.

CUSTOMER BASE BRAND EQUITY PYRAMID

BRAND SALIENCE

It is the first time when Pepsi as a Mother Brand has taken on any such spoof and invent Mountain Dew,
as a main brand, has never deviated from the brand vision. They let the other brands (Thums Up, Sprite)
to take care of all such campaigns. Pepsi should have avoided this direct confrontation. The spoof (Sprite)
could have been easily taken care of by any of their non-cola brand like Mountain Dew. "Brand Pepsi
enjoys dominant salience with cricket in the country thanks to its decade-long, innovative association
with the game. We are looking forward to another huge opportunity to engage with our consumers during
the ICC Champions Trophy, England. Our return on investment in the game is unprecedented because we
have been able to combine the huge media opportunities of the game in terms of viewership as well as
engage the consumer through unique promotions. Pepsi's 'Toss ka Boss' adds scale to cricketing
excitement and provides Pepsi fans an opportunity to be at the centre of an international cricketing event."

BRAND PERFORMANCE

Today’s target demographic is radically different. The drink is mainly marketed to people in the 12-30
year old demographic group, creating a connection to activities like extreme sports and to the video game
culture. Mountain Dew is the tour title sponsor of the extreme sports event the AST Dew Tour. The name
Mountain Dew was first trademarked by two brothers, Barney and Ally Hartman, who ran a bottling plant
in Knoxville, Tennessee.

The brand's initial success was premised on an allegory about hillbillies, which working class people
outside America's cities found valuable at a time when American ideology was all about engineering life
and technological progress. Holt describes the geographical spread of Mountain Dew's success, which
reveals who the allegories play to. In large cities and urban and ethnic areas, Mountain Dew barely shows
up on the radar. However, in the mostly working-class, non-urban metro areas in the Eastern half of the
country, Mountain Dew "blew through the roof," said Holt in his seminar for faculty. This pattern of
customer loyalty has remained stubbornly consistent for forty years.

Their promotional tactics for Diet Mountain Dew have recently brought forth their "Diet Dew Surprising
Facts" campaign, which focuses on crazy but true facts that are reenacted in videos or through other
spectrums of advertisement. Their coordination with RepNation brought on brand representatives
throughout 50 campuses across the US.

PRODUCT JUDGEMENT
Mountain Dew contains tartrazine (“FD&C Yellow No. 5” in the U.S.), which could lead to allergic
reactions in some people. This has also led to an urban legend that the Yellow No. 5 in Mountain Dew
reduces the sperm count of male drinkers.[6] Mountain Dew, like many citrus flavored sodas, contains
citric acid and sodium benzoate.
Although the original formulation of Diet Mountain Dew solely contained aspartame as a sweetener, the
recently reformulated Diet Mountain Dew, advertised on its packaging as having a "Tuned Up Taste",
contains three artificial sweeteners: aspartame, acesulfame potassium, and sucralose.

RESONANCE
One brand that has consistently created cultural value, hopping across several cultural disruptions, is the
soft drink Mountain Dew, according to Holt. Launched by a small start-up either in North Carolina or
eastern Tennessee (the drink has two origin myths, he said with a smile), the high-sugar, high-caffeine,
low-carbonation beverage battled very competitively against Coke and Pepsi before its acquisition by
PepsiCo in 1964.

The brand's initial success was premised on an allegory about hillbillies, which working class people
outside America's cities found valuable at a time when American ideology was all about engineering life
and technological progress. Holt describes the geographical spread of Mountain Dew's success, which
reveals who the allegories play to. In large cities and urban and ethnic areas, Mountain Dew barely shows
up on the radar. However, in the mostly working-class, non-urban metro areas in the Eastern half of the
country, Mountain Dew "blew through the roof," said Holt in his seminar for faculty. This pattern of
customer loyalty has remained stubbornly consistent for forty years.

Holt showed how the value of the hillbilly allegory was destroyed by the hippie counterculture in the late
Sixties. Mountain Dew responded with a new "redneck allegory" in the late Seventies that worked well
with a new American ideology that had emerged. Once again, Holt traces this brandtopia from beginning
to end and finds that it too melts down, this time in the early '90s as widescale economic restructuring led
to new ideals of success broadcast widely in television, film, and news. PepsiCo responded by finding a
place for the brand in the emerging counterculture, developing a "slacker allegory."

Holt also described the transformation of American ideology in the early '90s. The country idolized
extraordinary athletes like Michael Jordan and the new entrepreneurial "warriors" imaged by people like
network giant Ted Turner and Bruce Willis in his film roles. Executives were now portrayed as similar
warrior-athletes who ventured into out-of-bounds challenges like technical rock climbing. These were the
masculine ideals that society held up as heroic. Meanwhile, Holt asked us to consider the life of a guy
who was twenty years old and living in Green Bay, Wisconsin. Such a young man was facing a very
different reality. Factory jobs had mostly disappeared and now he was looking at a life stocking shelves in
franchise stores for $9 an hour, fulfilling hourly quotas under the close supervision of a stressed-out boss.
Holt attributes Mountain Dew's stunning success in the 1990s to PepsiCo's nimble transformation of the
brand to fit these new ideological circumstances. A new advertising campaign, "Do the Dew," creatively
combined high-octane extreme sports with the point-of-view of the slacker counterculture. The ads
featured daredevil stunts juxtaposed with the ironic, unimpressed commentary of a group of teenage boys:

"Done that." "Did that." "Doin' it tomorrow."

BRAND IMAGERY

Mountain Dew ads have consistently championed an alternative idea of manhood versus American
ideology, Holt said. Even though the allegory has changed over time, the brand's consistency in
supporting a certain kind of identity has earned it cultural authority.
People trust the brand to do "utopian work" for them, Holt explained. Successful brands "own a particular
kind of metaphor that they apply to do identity work to heal a particular ideological contradiction." In the
case of Mountain Dew, its ads touched on a particular kind of masculinity allegory, he offered: "As
opposed to the constraints of adult work life, the allegory celebrates a rebellious kind of manhood in
which masculinity is earned by letting their libidos and their creativity have full and free expression. This
is ideological territory that Mountain Dew owns, and their advertising continues to rework this territory as
society changes."

"To build brandtopias, managers need to ask different questions and create different answers than one
finds in conventional branding," Holt continued at the seminar. "How do we note the rise and fall of an
ideology, identify it in popular culture, and figure out how the ideology impacts the brand's customers?"
What marketers usually think of as unpredictable trends often have a structure that is deeply tied to what
is happening in the economy and the society, he said. Understanding this structure and its transformation
is crucial for the long-term success of brands that rely upon cultural value.

"For identity brands, brand strategy, as we conceive of it today, is often inconsequential," Holt concluded.
He calls for a new type of strategy, grounded in history that takes into account ideological contradictions
that create utopian desires.

BRAND FEELINGS
"There's disruptive cultural change, too," Holt says. "The most powerful brands are those that are able to
traverse disruptive cultural shifts. Many brands falter when disruptions hit. The most impressive brands
are those that are able to use disruptions as a platform to enhance the delivery of cultural value."

To analyze the pattern of cultural demand and the strategies that brands use for negotiating cultural
ruptures, Holt devised a research method he calls a brand genealogy. He overlays the trajectory of the
brand's allegories over history—through analysis of ads supported by archival documents and interviews
with managers—with American cultural history, focusing particularly on popular culture.

With this method, he is able to see the place of the brand's allegories in the society, as well as how they
gain and lose value. Holt finds that the allegories play well in periods of ideological consensus, which
may span anywhere from five to fifteen years. But then restructuring of the economy and society requires
new ideology. The new ideology pulls the plug on old utopian desires and creates new ones in their place.

The greatest challenge for a brandtopia comes when there is a major disruption in popular culture. The
best brands, Holt suggested, read the new ideology forming in popular culture, and then transform the
brand by inventing a new story that both draws upon the brand's historic cultural authority and at the same
time addresses a new utopian desire.
HISTORY OF PEPSI
PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39
billion and over 185,000 employees. The company consists of PepsiCo Americas Foods (PAF), PepsiCo
Americas Beverages (PAB) and PepsiCo International (PI). PAF includes Frito-Lay North America,
Quaker Foods North America and all Latin America food and snack businesses, including Sabritas and
Gamesa businesses in Mexico. PAB includes PepsiCo Beverages North America and all Latin American
beverage businesses. PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle
East and Africa. PepsiCo brands are available in nearly 200 countries and generate sales at the retail level
of more than $98 billion. Some of PepsiCo's brand names are more than 100 years old, but the
corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi Cola and Frito
Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including
Gatorade, in 2001.PepsiCo offers product choices to meet a broad variety of needs and preference from
fun for you items to product choices that contribute to healthier lifestyles. PepsiCo’s mission is:

“To be the world's premier consumer “Products Company” focused on convenient foods and beverages.
We seek to produce healthy financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in which we operate. And in
everything we do, we strive for honesty, fairness and integrity.”

Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb
Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina.

The information published here is provided by PepsiCo, Inc. and may be accessed at their site:

www.pepsi.com.

The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young pharmacist
named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to
create a refreshing new drink to serve his customers. He succeeded beyond all expectations because he
invented the beverage known around the world as Pepsi-Cola.

Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turn it into a
gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a unique
mixture of kola nut extract, vanilla and rareoils, became so popular his customers named it "Brad's
Drink." Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People responded,
and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new
beverage.

BRAND ELEMENT
BRAND NAME

URL

www.pepsicola.com

LOGOS
SLOGANS
Pepsi Slogans

1903 Exhilarating, Invigorating, Aids Digestion

1907 Original Pure Food Drink

1908 Delicious and Healthful

1915 For All Thirsts - Pepsi-Cola

1919 Pepsi-Cola - It Makes You Scintillate

1920 Drink Pepsi-Cola - It Will Satisfy You

1928 Peps You Up!

1929 Here's Health!

1932 Sparkling, Delicious

1933 It's the Best Cola Drink

1934 Double Size

1934 Refreshing and Healthful

1938 Join the Swing to Pepsi-Cola

1939 Twice as Much for a Nickel

1943 Bigger Drink, Better Taste

1947 It's a Great American Custom

1949 Why Take Less When Pepsi's Best

1950 More Bounce to the Ounce

1954 The Light Refreshment

1958 Be Sociable, Have a Pepsi

1961 Now It's Pepsi for Those Who Think Young

1963 Come Alive! You're in the Pepsi Generation

1967 Taste that Beats the Others Cold. Pepsi Pours It On.

1969 You've Got a Lot to Live. Pepsi's Got a Lot to Give

1973 Join the Pepsi People Feelin' Free

1976 Have a Pepsi Day

1979 Catch that Pepsi Spirit

1981 Pepsi's Got Your Taste for Life

1983 Pepsi Now!

1984 The Choice of a New Generation

1992 Gotta Have It

1993 Be Young, Have Fun, Drink Pepsi

1995 Nothing Else is a Pepsi

1997 Generation Next

1999 The Joy of Cola

2001 The Joy of Pepsi

2002 Think Young Drink Young

2003 It's the Cola

2005 "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles)

2006 "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J.
Blige

2007 "More Happy"/"Taste the once that's forever young" (Michael Alexander)

2008 "Yeh hai Youngistaan Meri Jaan!" (India)

2008 "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)

2008 "Pepsify karo gai!" Commercial ( in Urdu meaning "Wanna Pepsify!") (Pakistan) (Featuring.
Adnan Sami and Annie (Pakistani singer))

JINGLES

- You're the Pepsi Generation

- Join the Pepsi people--feeling free!
- Have a Pepsi day
- Catch that Pepsi spirit--drink it in!
- You got the right one, baby (that may have been Diet Pepsi)
- The Joy of Cola

PRODUCT PACKAGING

Pepsi also compares with the competitors and find them to update its own quality, flavor and also package
promptly in order to satisfy the consumers' need. This is the biggest advantage of Pepsi company So you
can see from the pipe-chart one that 41% of the interviewees prefer the flavor of Peps-Cola. It is the most
popular one. Pepsi Company also produces the Diet-Cola to meet the people who more concern their
health. And it just changes the design of the package of Pepsi-Cola

BRAND AWARENESS

Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions
and even taste. People like the familiar and are prepared to scribe all sorts of good attitudes to items that
are familiar to them. The Intel Inside campaign has dramatically transferred awareness into perceptions of
technological superiority and market acceptance.

INTEGRATED MARKETING COMMUNICATION

PROMOTION MIX
Promotion is a key element of marketing program and is concerned with effectively and efficiently
communicating the decisions of marketing strategy, to favorably influence target customers’ perceptions
to facilitate exchange between the marketer and the customer that may satisfy the objective of both
customer and the company. A company’s promotional efforts are the only controllable means to create
awareness among publics about itself, the products and services it offers, their features and influence their
attitudes favorably.

BRAND ADVERTISING
Advertising is any paid form of non-personal mass communication through various media to present and
promote product, services and ideas etc. by an identified sponsor.PepsiCo has advertised its products
through many different ways and media. Through TV we have seen different advertisements of its
products such as Pepsi or Dew. PepsiCo also advertise its products by targeting those favorable television
programs, like sports, series and also PepsiCo uses some events like “Pepsify Karogey?” to promote its
products.

Through newspapers like Jung and Dawn, PepsiCo has advertised a wide range of products it offers to its
customers. And also through Posters a message has been sent to a lot of people to be aware of the
products which PepsiCo offers.

DISTRIBUTION

Decisions with respect to distribution channel focus on making the product available in adequate
quantities at places where customers are normally expected to shop for them to satisfy their needs.
Depending on the nature of the product, marketing management decides to put into place an exclusive,
selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers.

 Direct distribution:

- Delivery of post mix cylinders & handling of key accounts: The key accounts are different
wholesalers, restaurants and hotels like Pizza Hut, KFC, Metro which serve as a place for key
sale. These are known as national key accounts and are very important in terms of competition.

- Export Parties

 Indirect distribution:

- Through Base market distributors

- Through Outstation distributors

PRICING STRATEGY
In Pakistan Pepsi cola is being operated by Pakistan Beverages. Pepsi is available in the majority of
stores, outlets, restaurants, and hotels. It has a huge market of customers. Basically it is segmented for the
younger generation of Pakistan but because of its customized offerings it is being consumed by different
age groups in our society. The company has offered Pepsi in different quantities and prices in our market.
Its market oriented statement is “Dare for more”

In our society Pepsi often reduces its prices during the holy month of Ramadan and at the time of Eid. In
this way they adopt promotional pricing strategy. Even if you notice on their offerings they are using
product-line pricing strategy as they are offering different quantities with different amount of money. In
different sectors Pepsi have also adopted segmented pricing strategy as its prices are much higher in
luxurious hotels and other sectors. Its main competitor is Coca-cola when it comes to soft-drinks. Coca-
cola has also made various efforts through different pricing strategies and offerings but Pepsi have also
responded effectively towards their actions through initiating price cuts at the right time for example. In
the month of Ramadan whenever Coca-cola reduces their prices Pepsi also responds through price cuts
and then eventually after that period it raises its prices. However buyer’s reactions have not been much
affected the company in the long-run. Pepsi have always operated their sales through promotional and
psychological pricing strategy and the great example for this can be their recently offered deal which is
2.25 liter of Pepsi in 60 Rupees.

Pricing decisions are almost always made in consultation with marketing management. Price is the only
marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price,
discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a
major factor that influences the assessment of value obtained by customers. Customers directly relate
price to quality, particularly in case of products that are ego intensive of technology based. Pepsi being a
company which emphasizes product quality, it tends to sell its products with price range from moderately
low to high prices, depending on the use and the targeted customers.

TARGET MARKET
Pepsi customers are mostly young group between the ages of 14 to 30 and also target at School, Collages,
Universities, Homes, Restaurant, Hotel and Stores.

CUSTOMER BASE BRAND EQUITY PYRAMID

BRAND SALIENCE
But there is flip side to it also. It is the first time when Pepsi as a Mother Brand has taken on any such
spoof. Coke, as a main brand, has never deviated from the brand vision. They let the other brands
(Thumps-Up, Sprite) to take care of all such campaigns. Pepsi should have avoided this direct
confrontation. The spoof(Sprite) could have been easily taken care of by any of their non-cola brand like
Mountain Dew. But what I am sure is that both the brands will add to each others GRP’s. But who takes
the cake is still remain to be seen. Lets just sit and enjoy the summer while both the brands are sipping
each other. "Brand Pepsi enjoys dominant salience with cricket in the country thanks to its decade-long,
innovative association with the game. We are looking forward to another huge opportunity to engage with
our consumers during the ICC Champions Trophy, England. Our return on investment in the game is
unprecedented because we have been able to combine the huge media opportunities of the game in terms
of viewership as well as engage the consumer through unique promotions. Pepsi's 'Toss ka Boss' adds
scale to cricketing excitement and provides Pepsi fans an opportunity to be at the centre of an
international cricketing event.”

BRAND PERFORMANCE

The Pepsi Cola brand began life in 1898 and has survived several ownerships, two bankruptcies and
intense competition to become one of the world’s largest and most recognizable brands. The brand was
historically marketed as a value product, priced significantly cheaper than the competition to encourage
sales, but as World War II drew to a close, Pepsi began to reposition the brand and to assimilate it into
American culture. Pepsi’s marketing in the 1950s was aimed squarely at youth, the baby boomers that
they labeled ‘The Pepsi Generation’. The brand adopted the now familiar swirl logo on their bottles and
employed the crude but effective slogan ‘Be Sociable – Have a Pepsi’. This was the first Pepsi campaign
to focus on youth, a technique they would become renowned for over the coming decades.

The 1960s and 1970s saw further youth orientated marketing, continuing the Pepsi Generation theme and
even hitting the American Top 40 in 1964 with their catchy jingle Girl watchers – produced to mark the
launch of the new Diet Pepsi product. And by the mid 1970s Pepsi was beginning to close to gap on their
largest competitor, Coca-Cola. Around this time a series of consumer tests were conducted and, to the
marketers delight, they showed that the majority of participants preferred the taste of Pepsi to their
competitors.

These results gave rise to the near legendary ‘Pepsi Challenge’ campaign, again aimed predominantly at
the youth market, where consumers across the US were invited to take a blind taste test of both Pepsi and
Coca-Cola. With results favorable, the challenge soon found it’s way into television advertising. By the
beginning of the 1980s, Pepsi had established itself as the top selling brand in take-home sales in the soft
drinks market and they continued their successful tactic of placing themselves firmly as a youth product.
The Pepsi Generation Campaign was finally laid to rest but the brand became known for expensive
sponsorships of high profile youth icons and adverts featuring superstars such as Michael Jackson, Cindy
Crawford, Michael J Fox and the Spice Girls. The youth pitch was continued with copy such as
‘GeneratioNext’,

BRAND JUDGEMENT
Pepsi follows one quality standard across the globe. Pepsi has a long-standing commitment to protecting
the consumers whose trust and confidence in its products is the bedrock of its success. In order to ensure
that consumers stay informed about the global quality of all Pepsi products sold in World, Pepsi products
carry a quality assurance seal on them.

The ‘One Quality Worldwide’ assurance seal appears on the entire range of Pepsi’s beverages.

Firstly, Pepsi has stayed in this market for almost one century. So they are so experienced and stationed in
people's mind deeply. Now no one doesn't know the brand Pepsi-Cola Whenever the name Pepsi is heard,
people will conjure up the image of fresh and cool drink. Secondly, Pepsi-Cola is not only in high quality,
cool and fresh but also have a competitive price in Chinese market* Sometimes Pepsi-Cola even has a
lower price than Coca-Cola In China Thirdly. Pepsi is such an experienced powerful global company,
Which has a basic of a great fund. So it has the ability to place a Idle sum of money to the promotion. We
can see that the advertisement of Pepsi-Cola is so attractive. It also invited the top famous people to
advertise for it. The advertisement is so elaborate and attractive so that Pepsi gained the special prize of
the advertisement Granny.

BRAND IMAGERY
The image of PepsiCo was overall the most valuable for eight years in a row. It is worth mentioning that
the consultancy company ranked different brands according to the revenue of each company. The number
one search engine, Google, was the one to register the most impressive increase in value. This is mainly
because the company introduced some of its news features, including Google Mobile, Google Docs &
Spreadsheets and Google Book Search. According to Interbrand, Google's new features allowed the
company to increase its value by $25.59 billion.

RESONANCE
The final step of the model focuses on the relationship and level identification that the customer has with
the brand.
These ads increased sales by 40 million cases. From 1993 onward, said Holt, Mountain Dew has led the
carbonated soft drinks category in share growth, and now has passed many rivals to rank third in retail
sales behind Coke and Pepsi. Mountain Dew is now a $4.7 billion business, and this success can be
largely attributed to using advertising to create the right allegories at the right time.