Brad Jakeman signed on as president of global enjoyment and chief creative officer of Pepsi last year and was tasked with developing the identity of Pepsi’s biggest drink brands.
First, he had to figure out what exactly makes the Pepsi brand different from eternal enemy Coca-Cola. It took a while — nine months to be exact — but him and his crew finally came to a conclusion, reports Natalie Zmuda in a feature on Pepsi’s Beverage Lab at AdAge.
Look at what they went through, according to AdAge:
“For nine months, a core team of Pepsi execs, including Messrs. Jakeman and Lowden, scoured the globe for inspiration, looked to the past for insights and sought to understand what precisely made Pepsi different from Coke. There were exhaustive focus groups, in-home ethnographies, quantitative and qualitative studies, and cultural immersions in markets as diverse as Argentina, Australia, United Arab Emirates and Russia.”
What did they come up with after all that effort? ”Coke is timeless. Pepsi is timely.” Essentially, Coke represents permanent happiness while Pepsi embraces excitement.
It just goes to show how much effort big brands put into their research. Pepsi used all that research to develop its simple new tagline, “Live for Now.”
Is all that effort worth it? It seems excessive, but the Coke and Pepsi marketing machines are the most important things at their respective companies and they’ll do everything possible to perfect them.