Beyond Origins the Discussion

Marketing Coke versus Pepsi

September 9th, 2008

Every marketer knows the story of Coke vs Pepsi. It’s a textbook example of how important branding is, especially if your business has competitors that offer the same, or very similar, services. Recently Coke tested a new idea, knwon as neuro-marketing. They brought in the scientists who hooked up some brain-imaging devices to some people who compared the taste of Coke to Pepsi. The result were surprising, and far form theusual 50/50 split that is documented with Coke versus Pepsi taste tests. The tests reveals that Coke activates parts of the brain that are associated with deep memory, and Pepsi didn’t. In other words, Coke is more successful than Pepsi because it has marketed itself as the “nostalgic” choice of a generation. That’s deep, and probably also why Coke continues to dominate Pepsi in terms of popularity.

Entry Filed under: Internet & Busines Online