The Story Of Brand Pepsi Launched ‘1983 –  Fuse The Trend of Soda with “Alcohol”

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undercover.co.id – Soda, once upon a time, all too often has been became the ally for mixed alcohols or cocktails. However, not so many brands came up with or used the image of alcohol in each of their ads.

Recently, Pepsi aired an ad for the new product called ‘1983’, a premium beverage with a concept of alcohol as the main idea to promote it.

The ad of 45 seconds duration showed a figure of gentleman, a tidy in suit like a wine expert. while explaining about ‘1983’ product to the three of wine testers, he recommended to taste the drink by scenting the aroma, shaking the glass, then sipped as it were a luxurious alcohol beverage.

there was an humorous twist inside the ad. It began when everyone would thought the man was going to have one sip of the drink as he has recommended, instead of it, the man drank all of it at once.

the concept of alcohol beverage was intensified by the setting of place, where the atmosphere of premium was perfectly combined with the wine warehouse full of barrel labelled with ‘1983’.

however, in the end of it, Pepsi gave firmly confirmation that this beverage product contain no alcohol, purely and nothing but the mixture of cola.

 

‘1983’ is a well combined mixture of cola fruit extract, natural sugar and soda water. It offers the consumers two flavors of Original and Ginger Cola.

 

“We’re inspired by the trend of mixing alcohol beverages” explained Chad Stubbs, VP of marketing for the Pepsi trademark, as quoted from Adage.com.

“We see this product as a perfect beverage or a well-matched beverage for cocktails” added Stubbs.

Ginger Cola version of ‘1983’ uses real ginger, which we all know that ginger is commonly used as one of ingredient in cocktail mixture. Ginger Cola sounds a perfect beverage to combine with whiskey.

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Pepsi’s  maneuver to create ‘1983’ and campaigning the ad using the concept of alcohol might be interpreted by us as a bold move, or it is the opposite, only a step of despair?

Because, as we know, the carbonated beverage industry in the middle of declining trend hand in hand with the awareness of one’s health and healthy lifestyle trend. Nowadays, People tend to avoid all kind of carbonated beverages that use artificial sweeteners.

Pepsi ‘1983’ was made by mixing real sugar and natural ingredients, apart from the another mixture component, soda water.  The product is expected to gain back public interest to the almost forgotten common habit of enjoying Pepsi cola with no worries, because of artificial sweeteners and other unwanted materials.

the-story-of-brand-pepsi-launched-1983-fuse-the-trend-of-soda-with-alcohol-3

The Story Of Brand Pepsi Launched ‘1983 –  Fuse The Trend of Soda with Alcohol

 

Pepsi Put Ads on Digital Media

The average says it is only 5%─20% of marketing budget allocated for activities in digital media. And for now, Facebook is stil bel the favorite as a medium for advertising.

In the past, media for advertising which was used by all suppliers of products or services simply ranged from television, radio, newspapers, magazines, billboards, banners, etc. All of those media required suppliers of products or services paying the media to advertise.

Now, with the availability of digital media, suppliers can advertise products or services in cyberspace as often as they want, even without paying a dime. It certainly appeals to them more attractive and low cost.

From the results of research conducted by SurveyOne to the more than 100 respondents who have advertised on digital media , it was found that 60% of respondents allocated approximately 5% ─20% of their marketing budget to advertise in digital media.  Meanwhile, the budget that most respondents allocated to advertise in conventional media was about 50%.

The results of this research also depicted that in many availabled digital media, Facebook was the medium that most used by respondents to advertise (82.7%). In addition to Facebook, messenger applications such as WhatsApp and BBM (50%), along with Instagram (49%) were also widely used by respondents to advertise. Despite of widely used, the three of them also viewed as the most effective media in marketing products or services.

pepsi infogrfik

pepsi infografik – foto by behance net

Advertise on Youtube

From the variety of digital media used to advertise, there was 27.9% of respondents have ever used YouTube as their digital advertising media. The usage of Youtube at this point indeed depended on the allocation of marketing budget that was planned by suppliers of products or services,  which it could be free or paid. A total of 53.8% of respondents advertised on YouTube for free by uploading their own video ads.

This method, of course, can greatly decrease the advertising spending of a company. However,  there is always a risk that come up.  The possibility of the video is not appealing to watch by many people if the subscriber on that company’s YouTube channel is less than targeted.

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Meanwhile, 26.9% of other respondents chose to use the services from endorser. In addition, if we look closer to this endorser matters, there are several point to notice. The trend that is followed by active endorser in Youtube is  Vlog, or video blogging. Among them, some are getting the high popularity, such as Chandra Liow, Bena Kribo, and Raditya Dika. Using the services of an endorser, of course need to calculate a a very vell planned budget, but the possibility of ads watched by a lot of people is very great.

The third way, which was done by 19.2% of respondents, was paying Youtube, so that the ads that have been made by suppliers of products or services can be displayed on the sidelines or in specific portion of time of a particular videos. This kind of Ads are commonly appeared automatically at the beginning or middle of the video, usually on a video with a large number of viewers.

Regarding to the advertising content on Youtube, most respondents used the services from content creators to make their ad content. The Put Ads on Digital Media

The average says it is only 5%─20% of marketing budget allocated for activities in digital media. And for now, Facebook is stil bel the favorite as a medium for advertising.

In the past, media for advertising which was used by all suppliers of products or services simply ranged from television, radio, newspapers, magazines, billboards, banners, etc. All of those media required suppliers of products or services paying the media to advertise. Now, with the availability of digital media, suppliers can advertise products or services in cyberspace as often as they want, even without paying a dime. It certainly appeals to them more attractive and low cost.

From the results of research conducted by SurveyOne to the more than 100 respondents who have advertised on digital media, it was found that 60% of respondents allocated approximately 5% ─20% of their marketing budget to advertise in digital media. Meanwhile, the budget that most respondents allocated to advertise in conventional media was about 50%.

pepsi on YT

pepsi on YT – by we can social couk

The results of this research also depicted that in many availabled digital media, Facebook was the medium that most used by respondents to advertise (82.7%). In addition to Facebook, messenger applications such as WhatsApp and BBM (50%), along with Instagram (49%) were also widely used by respondents to advertise. Despite of widely used, the three of them also viewed as the most effective media in marketing products or services.

 

Advertise on Youtube

From the variety of digital media used to advertise, there was 27.9% of respondents have ever used YouTube as their digital advertising media. The usage of Youtube at this point indeed depended on the allocation of marketing budget that was planned by suppliers of products or services,  which it could be free or paid.

A total of 53.8% of respondents advertised on YouTube for free by uploading their own video ads. This method, of course, can greatly decrease the advertising spending of a company. However,  there is always a risk that come up.  The possibility of the video is not appealing to watch by many people if the subscriber on that company’s YouTube channel is less than targeted.

Meanwhile, 26.9% of other respondents chose to use the services from endorser. In addition, if we look closer to this endorser matters, there are several point to notice.

The trend that is followed by active endorser in Youtube is  Vlog, or video blogging. Among them, some are getting the high popularity, such as Chandra Liow, Bena Kribo, and Raditya Dika. Using the services of an endorser, of course need to calculate a a very vell planned budget, but the possibility of ads watched by a lot of people is very great.

The third way, which was done by 19.2% of respondents, was paying Youtube, so that the ads that have been made by suppliers of products or services can be displayed on the sidelines or in specific portion of time of a particular videos. This kind of Ads are commonly appeared automatically at the beginning or middle of the video, usually on a video with a large number of viewers.

Regarding to the advertising content on Youtube, most respondents used the services from content creators to make their ad content. The rest chose to make their own ad content. Content creators can also be a “package” with the endorser services to make advertising on YouTube.

They can make their own creative concept of ad based on products or services that will be advertised and can make the adjustment for the video material. chose to make their own ad content. Content creators can also be a “package” with the endorser services to make advertising on YouTube.

They can make their own creative concept of ad based on products or services that will be advertised and can make the adjustment for the video material. The Story Of Brand Pepsi Launched ‘1983 –  Fuse The Trend of Soda with Alcohol

foto by wikipedia

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