Why The Advertisement of Pepsi is Important

Pepsi is a carbonated soft drink and it also is the main competitor to Coca-Cola. Caleb Bradham, who born in 27 May 1867, was an American pharmacist and he was the person who created and developed Pepsi in New Bern, North Caroline, United States. In 1893, Pepsi was introduced as Brad’s Drink. In 1898, Pepsi was renamed as Pepsi-Cola after the root of the word “dyspepsia” and the kola nuts used in the recipe (Soda Museum, 2001). Besides, Pepsi accepted its first logo redesign since the original design of 1905. The logo of Pepsi was changed again in 1929.

In 1931, at the depth of Great Depression, the Pepsi-Cola Company entered bankruptcy, because of the price of sugar had wildly fluctuating when World War 1, the assets were sold. Roy C. Megargel purchased the trademark, but he was unsuccessful, and soon the assets of Pepsi were purchased by Charles Gruth, the President of Loft, Inc (Soda Museum, 2001). In 1961, the brand was renamed as Pepsi. And now Pepsi is manufactured by PepsiCo, which was founded in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc (Funding Universe, 2001).

As we know, every drink has different ingredients and the production method is not the same. Pepsi is made with carbonated water, high fructose corn syrup, caramel color, sugar, phosphoric acid, caffeine, citric acid and natural flavors (PepsiCo, 2018). The function of carbonated water is to give Pepsi its sparkling flavors and carbon dioxide. Phosphoric acid is to give Pepsi a pronounced flavor and it can avoid the mildew and bacteria growth. Citric acid and natural flavors are to enhance Pepsi’s flavor and maintain the balance of sweetness. The most important component is sugar, it is because sugar makes Pepsi taste sweet, if the beverages don’t have any sugar, then the beverages are not going to be sweet. Everyone is curious in how Pepsi is made, and here is going to answer the question. The first step is cleaning and purifying the water, it is because the water from the storage is not clear and clean. The second step is filtration, disinfection and dichlorination of water, it is going to filter the bacteria that we can’t see from the water and ensure the water is clean for drinking. The next step is to mix all the ingredient and carbonate the beverage. The last step is filling the beverage into the cans or bottles that the company used and packaging the beverages and the beverages are ready for selling.

Pepsi is normally being served in restaurant chains such as Pizza Huts and KFC. Besides, some of the private restaurant and bistro also will serve Pepsi to their customer if the customers have ordered the beverages. Due to Pepsi is a famous brand in the world, every supermarket and shopping mall will sell Pepsi in cans or bottles, especially when the specific festival, such as Chinese New Year, it is because some of the family will serve the guests when the guests visit their house.

At the very first time when I drink Pepsi, I thought that Pepsi is just a carbonated soft drink as Coca-Cola and Sprite. I felt that Pepsi is delicious because I love to drink the beverages that are sweet enough and it can make me feel satisfaction. But when I research Pepsi for the assignment, I discover that Pepsi has a lot of special things that I don’t ever know if I don’t do this assignment. The first special thing is Pepsi is the first soft drink company to use the two-litter bottles, Nathaniel Wyeth who is the inventor of the bottles. He invented the bottles in 1970 that is lighter than glass and it is not easily to break when you drop to the floor. Besides, Pepsi has dozens of variations in the world. The company researched and developed different types of formulas in the different market, and they also created limited edition Pepsi for some special festival or special events. Pepsi also is the first product that to be advertised using skywriting. They hired the pilot named Andy Stinis to write their name at United States. At that time, almost 14 contracted skywriters worked for Pepsi. In 1940, they wrote almost 2,225 messages over United States, Canada, Mexico, Cuba and South America. They also have been 11 Pepsi logos over the past 122 years (Andrew Lasane, 2016).

For the advertised, the target audience that the company sets are teens and young adults. They cost almost 1.1 billion to 1.3 billion dollars on advertisement. There are three types of advertisement they use, which are broadcast advertisement, prints advertisement and outdoor advertisement. For broadcast advertisement, the publicity department will choose televisions, radio and internet advertising, because this type of channels is popular to all people and they usually use it. For prints advertisement, they choose newspapers, magazines, brochures and flyers to promote their products. For outdoor advertisement, they will choose billboards, bus shuttles and banners because it is easily to be seen by the people and it will arouse their curiosity. The publicity department invited celebrity endorsement once, such as Michael Jackson, Jeff Gordon and Beyoncé. In order to increase their popularity, they will also sponsor some sports event or special events.

Last but not least, I believe that advertisement of the particular product is important because if the product doesn’t have any broadcast, it will not be known by the people, even though their product is great. Pepsi does well in advertisement part, because the company will invite celebrity to branding the brands, such as David Beckham and Shakira. Pepsi distributes in different places, so they will invite local celebrity to endorsement. They also will make their advertisement more effective and creative, so that they can attract people to buy their and gain more profits for their company. The label of the product is important also because it represents the product and the company, if the label or logo is innovative, the product can be remembered easily.