Magazine article Marketing

Pepsi Makes the Right Choice as Tango Steps Up Its Profile

Magazine article Marketing

Pepsi Makes the Right Choice as Tango Steps Up Its Profile

Article excerpt

Pepsi makes the right choice as Tango steps up its profile

Pepsi is regaining ground it conceded to Coke last year with yet another new slogan. What was once "Taste of America" then "The choice of a new generation" has now become "The choice is yours".

The kids are obviously completely footloose and fancy free because the merry-go-round strategy has raised recall of both Pepsi and Diet Pepsi by 12 and six points respectively.

Although both brands are still some way behind their Coca-Cola counterparts, Pepsi spent almost 50% less advertising its brands than the Big Red One's 8m [pounds].

The question is will MC Hammer and a claimed 15m [pounds] spend for the rest of the year regain pole position for Pepsi by the next adwatch survey?

One brand which has lost its fizz lately is Schweppes Tonic. Its recall has dropped 19 points on last year when John Cleese's Coke pastiche was riding high at number six in the charts. That was yet another attempt to reposition the brand as a soft drink rather than a mixer whether it has succeeded is a subject of much debate. …

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