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COLA VS. PEPSI: Uimitoarea poveste din spatele razboiului secolului

Tags: cola vs pepsi, razboi, rivalitate, provocarea pepsi, marketing, mos craciun, vanzari, reteta originala, social media

Rivalitatea dintre Coca-Cola si Pepsi este legendara. Desi focul a fost intetit in anul 1975 prin provocarea lansata fatis de Pepsi, cele doua branduri se lupta de peste o suta de ani. Ce s-a intamplat in acel an: Pepsi a lansat campania "Provocarea Pepsi", facand parada ani de zile cu triumful sau in testele de gust. De atunci, cele doua companii s-au batut in programe de fidelizare si pe toate canalele de social media.
Lucrurile au devenit extrem de personale si asta transpare in planul lor de marketing. La inceputul acestui an, Pepsi s-a luat de mascotele Coca-Cola, ursii polari si Mos Craciun. Dihonia s-a mutat si in spatiu si a rabufnit in social media. 
 
Cum s-a ajuns aici? CnnTees a realizat un infografic intitulat "Razboiul bauturilor carbogazoase" si care include tot ce am vrea sa stim despre istoria comuna a celor doua brand-uri.
 
Saga a inceput in 1886, cand John S. Pemberton a elaborat retetat originala a Coca-Cola. Iata ce continea aceasta:

The saga began in 1886, when John S. Pemberton developed the original recipe for Coke. Here's what was in it:
 
Pepsi-Cola a fost creat 13 ani mai tarziu de farmacistul Caleb Bradham.

Pepsi-Cola was created in 13 years later by pharmacist Caleb Bradham
 
Coca-Cola vindea deja un milion de galoane pe an cand Pepsi a a dechis ochii.

Coca-Cola was already selling a million gallons per year by the time Pepsi came to be
 
Cola si-a creat faimoasa sticla, cu contururile rotunjite, si s-a extins si in Europa. Intre timp, Pepsi a intrat in faliment, in 1923, din cauza rationalizarii zaharului.

Coke developed its iconic contour bottle, got big name endorsements and expanded to Europe. Meanwhile, Pepsi went bankrupt because of WWI
 
Pepsi a intrat iarasi in faliment opt ani mai tarziu, dar, de data aceasta, si-a revenit mult mai repede.
 
Pepsi went bankrupt again eight years later, but this time it rebounded
 
In timpul celui De-al Doilea Razboi Mondial, Pepsi si-a infuzat campaniiel publicitare cu energie si a inceput sa comercializeze si bautura la cutii.
 
During WWII, Pepsi amped up its advertising and started selling its drink in cans
 
In anii’50, Cola a intrat pe micul ecran, in timp ce Pepsi se zbatea sa tina pasul cu rebranduirea.
 
In the 50s, Coke ads started hitting TV, while Pepsi rebranded to try to keep up
 
Cola s-a inregistrat la bursa in 1962, odata cu lansarea Sprite, cel care va deveni unul dintre cele mai de succes produse ale sale.

Coke decided to go public in 1962, on the heels of its launch of Sprite, which would become one of its most successful brands
 
Pepsi s-a unit cu Frito Lay la mijlocul anilor ‘60, conturand scena razboiului de azi. Bauturile dietetice au aparut pe piata, creand un nou segment de piata competitiv.

Pepsi merged with Frito Lay in the mid-60s to create PepsiCo, setting the stage for the war today. Diet drinks popped up too, creating a whole new soda segment
 
Iata cateva dintre cele mai tari brand-uri Cola: 15 dintre ele ajungand la peste un miliard de dolari in vanzarile retail.
 
Here are some of Coke's biggest brands -- 15 of them have reached $1 billion or more in retail sales
 
Cola conduce piata pe segmentul de bauturi racoritoare, dar liniile de afaceri diversificate ale Pepsi atrag mai mult cash.
 
Coke has a big lead in cola market share over Pepsi, but Pepsi's multiple business lines haul in more cash
 
Fiecare brand are o armata de celebritati de partea sa. Iata cateva chipuri celebre care au votat Cola:

Each brand has had a brigade of celebrities on their side. Here are some famous faces that endorsed Coke:
 
Si Pepsi:

And Pepsi:
 
Ambele brand-uri au si-au schimbat de nenumarate ori logo-urile, de-a lungul timpului. 
 
Both brands have made tons of changes to their logos throughout their histories. Neither look anything like they did originally
 
Amandoua s-au aruncat in valurile social media, dar Cola pare insa a fi castigatoare, pana in momentul de fata.

They've both embraced the digital world as social media gets bigger and bigger -- but Coke seems to be faring better thus far
 
 
Autor: Alina Negrutiu


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