Pepsi
Pepsi, formerly Brad's Drink and Pepsi-Cola, is a sugary cola soft drink created in the United States United States and produced by the PepsiCo company. Its biggest competitor is the also American Coca-Cola.
History
Beginnings
Pepsi first appeared in 1893. Its inventor was pharmaceutical chemist Caleb Davis Bradham, who prepared and sold the drink in his apothecary in the US town of New Bern, North Carolina.
Originally known as Brad Drink (in Spanish: «Brad Refresco»), in 1898 its creator named it Pepsi Cola, in reference to the digestive enzyme pepsin and the kola nuts used in the recipe. Bradham's goal was to create a delicious soft drink that would aid digestion and be a stimulant.
In 1902, he applied for trademark registration and founded a company with ninety-seven shares of capital. In 1903 he moved the bottling plant to a warehouse that he rented for this purpose. That same year he sold 30,162 liters of concentrate. The following year, he began using 177-milliliter bottles and sales rose to 75,133 liters.
In 1909, racing driver Barney Oldfield was the first celebrity to promote the drink, describing it as "a brave drink...refreshing, fortifying, a pleasant stimulant to prepare for a race." The advertising slogan "delicious and healthy" was in use for two decades.
The company declared bankruptcy in 1923 due to the sharp decline in the price of sugar after Bradham and other manufacturers bought the ingredient in large quantities after years of steady rises. Following the bankruptcy, Roy Megargel formed the Pepsi-Cola corporation and purchased all assets and the trademark from creditors for $35,000.
On three occasions between 1922 and 1933, Coca-Cola had the opportunity to buy Pepsi-Cola, but each time it declined. In the end, the company was taken over by Charles Guth, the president of Loft Inc., a candy factory with shops equipped with soda machines. Guth wanted to replace Coca-Cola as a supplier after being denied a discount on concentrate; after the sale, Loft reformulated the Pepsi-Cola recipe to make it more like Coca-Cola.
Consecration
During the Great Depression, Pepsi became the second most famous soft drink in the world—Coca-Cola was the first—thanks to the introduction of the twelve-ounce (35.5 cl) bottle and a radio advertising campaign in which Pepsi urged frugal consumers to switch brands, alluding to the identical price of Pepsi and Coca-Cola bottles even though the latter contained only 6.5 ounces.
Given the economic crisis of those times, the campaign was quite successful and contributed to increasing the prestige of Pepsi; as a result, the company doubled its profits between 1936 and 1938. Pepsi's prosperity came at the same time that Loft's candy business was collapsing; Since Guth had established Pepsi with the help of Loft's funds and facilities, the bankrupt Loft company sued Guth for possession of Pepsi, which resulted in a lengthy legal battle settled by the Supreme Court of Delaware in favor of Loft.
Walter Mack was named president of Pepsi-Cola in 1938 and led the company through the 1940s. Mack supported progressive causes and realized that the company's general public advertising strategy either ignored blacks or used stereotypes to represent them and realized that the black population was a segment that was not targeted. had invested and that Pepsi could benefit and increase its market share with ads specifically targeted at it. To this end, he hired Hennan Smith, a publicist in the newspaper business, to lead a team of black representatives whose ranks were depleted after the outbreak of World War II. During the conflagration, the government rationed sugar, which affected sales of soft drinks. Mack bought a sugarcane plantation in Cuba to mitigate the effects of the shortage, bringing significant long-term benefits, although the government prohibited him from importing sugar during the conflict.
In 1947, Mack continued his efforts to increase the brand's penetration among the black population, recruiting Edward Boyd as director of sales for a team of twelve. Boyd and his team also traveled throughout the United States to promote Pepsi; due to the racial segregation laws in force in much of the country, they suffered considerable discrimination, from insults by other Pepsi employees to threats from the Ku Klux Klan. On the other hand, they were able to take advantage of racist attitudes by attacking Coca-Cola. Cola for his resistance to employing people of color and for patronizing Herman Talmadge, the segregationist Governor of Georgia. As a result, Pepsi's market share increased sharply and after the sales team's visit to Chicago, Pepsi's sales exceeded to Coca-Cola's in this city for the first time. However, attention to this segment of the market caused concern in the company and among its affiliates, who feared losing white customers. In a meeting at the Waldorf Hotel -Astoria, Mack attempted to reassure five hundred bottling companies by stating that "we don't want it to be known as a nigger drink." After Mack left the company, the colored sales team was downsized and eventually eliminated.
Both Guth and Mack placed great importance on the international penetration of the brand. Guth registered the trademark in eighty countries. Mack continued to expand into Mexico and Latin America and the Caribbean and, after World War II ended, into Europe. By the mid-1950s, Pepsi-Cola had 118 bottling plants in 52 countries in addition to the United States. Mack also made significant changes to the bottle design: Until then, Pepsi was sold in cheap beer bottles, with a paper label. Mack replaced them with bottles with the word "Pepsi" molded into the glass, later removing the paper label to inscribe it directly on the bottle.
Growth
In 1950 Pepsi's board of directors decided to name Alfred Steele, a former Coca-Cola vice president married to actress Joan Crawford, president. Al Steele introduced a fancier bottle, created a marketing department, introduced Pepsi as a light, low-calorie, refreshing drink, and got bottlers to invest their own savings in the business, which by 1959 had more than 200 bottlers and Pepsi's profits tripled. Pepsi began to be a real challenge for Coca-Cola. Joan Crawford played a prominent role in the advertising campaigns carried out around this time, appearing in commercials, television specials and beauty pageants on behalf of the company. Refreshment images also figured prominently in some of her latest films. When Steele died in 1959, Crawford served on Pepsi-Cola's board of directors until 1973.
In 1963, Donald Kendall became president of Pepsi, and with him, the advertising agency BBDO, initials of the surnames Batten, Baston, Durstime and Osborn. In 1965 Pepsi-Cola merged with Frito-Lay and became PepsiCo Inc. During these years Pepsi-Cola changed its image from a cheap but low-class drink to the favorite drink of stylish young people.
In 1975, Pepsi introduced the "Pepsi Challenge" campaign, based on blind tastings of Pepsi and Coca-Cola, in which a majority of participants chose Pepsi as the best-tasting beverage. PepsiCo exploited the results of the campaign with television ads and invested heavily in advertising, using celebrities such as Michael Jackson, Tina Turner and Michael J. Fox among others to promote the drink to the "new generation". This same year Pepsi launches the first plastic bottle in history.
On January 27, 1984, singer Michael Jackson participated in recordings for a Pepsi soda commercial. On this occasion, the sparks from special effects end up almost burning the singer's hair.
In 1985 The Coca-Cola Company, amid much publicity, changed its formula, launching New Coke. The theory has advanced that New Coke, as the reformulated drink came to be known, was invented specifically in response to Pepsi's challenge that it has been running since 1975. However, a backlash from consumers led Coke to quickly reintroduce the Coca-Cola's original formula no earlier than 1985, this helped Pepsi win over a few consumers.
In 1986 when Kendall retired, PepsiCo Corporation, which also included Pizza Hut and Taco Bell restaurants, increased sales eighteenfold from 1965, and the company ranked 41st out of 500 companies most important in the United States.
In 1999, the Pepsi Center was opened, a multi-sports arena located in Denver, Colorado. When not in use by any Denver ensemble, the pavilion is frequently used for musical events. Pepsi Blue was launched in 2003, the first blue cola on the market.
In July 2009 Pepsi began using the name "Pecsi" in Argentina, to adapt to the way the brand is pronounced by 25% of the population in this country.
In 2011 PepsiCo came under fire from the US National Eating Disorders Association and various consumer groups for introducing a taller, slimmer can to coincide with New York Fashion Week. The new packaging and PepsiCo's comments describing it as a "tribute to beautiful and confident women" were criticized as "irresponsible and inconsiderate".
In March 2012, Pepsi Next was introduced, a cola with half the calories of regular Pepsi, meaning it contains 30% less sugar and has added Stevia as a calorie-free sweetener.
In 2015 to commemorate the 30th anniversary of the Back to the Future trilogy, PepsiCo decided to launch a limited edition of Pepsi Perfect, which is a pepsi enriched with vitamins, and which appeared in Back to the Future Part II, this would only come out in 6,500 issues, with each costing $20.15, which spells 2015, and releasing on October 21. In August of the same year, Pepsi abolished the use of aspartame in its beverages.
Pepsi has official sponsorship deals with four major North American professional leagues: the National Football League, the National Hockey League, Major League Baseball and the National Basketball Association. It also sponsors the UEFA Champions League since the 2015-2016 season.
Logos
In 1898 it was decided to change the name of Brad Drink as Pepsi-Cola. The Pepsi-Cola logo to be used was shown in 1898. According to Brand Sins, it is just a scribbled version of the name chosen by the then CEO because nothing else was available.
In 1926 the logo was redesigned for the first time since 1905 and, in 1929, it underwent further changes. Beginning in 1950, the logo took on the red, white, and blue colors of the American flag, the script being placed within the swirls of red, white, and blue, which have appeared on the bottle cap since the 1940s. The bottle cap became part of the logo, but the design of the bottle cap varied considerably, this example being the most common variation. The logo was used in the Pepsi Holiday Special in 2004. By the mid-1960s, the United States had a large number of post-war teenagers who became the "Pepsi generation." Pepsi maintained this image thanks to small changes in the logo and in the design and size of the bottle, which now contains 473 cl.
In the 1990s and at the turn of the XXI century, the company introduced new variations in the recipe and product presentation. A new logo was introduced in 1969 based on the bottle. A feature of this logo is the red and light blue stripes. This logo has been used on the Pepsi Pepsi Throwback since 2009.
A redesigned and simplified logo was first used in 1991. For the first time the Pepsi text is outside of the swirls. This logo would also be considered the debut of the Pepsi Globe, although it was in 2D.
The Pepsi symbol was given depth in 1997 with the addition of shadows, and the lettering was turned white and the background became blue. At this point, the swirls were known as the Pepsi Globe from the subtle three-dimensional effect. Despite the logo officially ending in January 2003, many store signs continued to use this logo.
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In February 2003, the logo was revamped with a slightly more modern serif typeface and the Pepsi Globe became three-dimensional (a version of the Pepsi Globe imported from the 2002-2003 Diet Pepsi logo). In June 2006, Pepsi slightly modified the 2003 logo, moving the text below the balloon, being a logo for special edition cans, from 2006 to 2008. This is also the last time in the drink's history the text is in capital letters. This logo is still in use in India until January 31, 2010. It also had the addition of 'water drops'. It was officially terminated in 2008, with the introduction of the new logo, but the later version continued on cans until 2009.
Towards the end of 2008, he completely rebranded Pepsi, with a new logo and a more minimalist label. Pepsi released an entirely new logo, but it didn't take effect until early 2009, when the last logo ended. The Pepsi Globe is now two-dimensional again and the swirl design has been changed to resemble a smiley, of which changes size depending on the type of Pepsi. He has also added the white outlines. The font used in this logo is almost identical to the font used for Diet Pepsi from 1975 to 1986.
In mid 2010 all Pepsi guys started wearing the same size as the regular Pepsi smile. Wild Cherry Pepsi and Pepsi One continued to use the logo from 2003 until 2010 and from 2012 until 2014, respectively. it is also important to know that the "e" in the font it has the wavy shape of the previous Pepsi Globe.
The new logo was introduced in Canada, Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Argentina, Puerto Rico, Costa Rica, Panama, Chile, the Dominican Republic, the Philippines, and Australia in 2009, and in the rest of the world in 2010.
In 2018 in Chile, only a few logos other than the 2014 logo were used as part of the limited edition, along with their slogan "Since always changing your routine".
First logo, under the name "Pepsi-Cola", used from 1898 to 1905.
Second Pepsi-Cola logo, used from 1905 to 1906.
Pepsi-Cola's third logo, used from 1906 to 1940.
Fourth Pepsi-Cola logo, used from 1940 to 1950. It was introduced in 2014.
Pepsi advertising with its logo used from 1950 to 1962.
Pepsi Logo, from 1950 to 1962.
Pepsi Logo, from 1962 to 1973.
"Pepsi Retro" can with the logo used from 1973 to 1987.
Pepsi Logo, used from 1973 to 1987.
Pepsi Logo from 1987 to 1991.
Pepsi Logo used from 1991 to 1997.
Pepsi's Nro 12 Logo. Used from 1997 to 2003.
Pepsi Logo from 1997 to 2003.
Pepsi Logo, from 2003 to 2006. It was used internationally until 2010.
Pepsi Logo from 2006 to 2008.
Pepsi Logo, used from 2008 (2010 in the world) to 2014.
Current Logo of Pepsi, used since 2014.
Cans shown from left to right: the logo of the 1940s, the logo of the 1980s, the logo of the 1990s and Pepsi 0, but the latter uses the current logo.
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Advertising
Pepsi ads feature catchy music and a message about enjoying life. Since 1983 he has a new way of developing the publicity of his product through the world of music, celebrity image contracts, sports and cinema.
During its history it already had many boys and girls, publicity, the so-called spokespersons, who made advertisements for television, radio, printed material, in addition to sponsoring concert tours of some. Some artists who have participated as spokespersons have been such as Cindy Crawford, Ricky Martin, Gaby Moreno, Ray Charles, Beyoncé, Tina Turner, Madonna, Sofía Reyes, Shakira, One Direction, Michael J. Fox, Lionel Richie, Tina Turner, David Bowie, Sabrina La Princess, Sebastián Yatra, Malacates Trébol Shop, Manuel Turizo, Lady Gaga, Daddy Yankee, Magic Johnson, Shaquille O'Neal, Gloria Estefan, Chayanne, Menudo, Mariah Carey, Ricardo Arjona, Morat, Aretha Franklin, Spice Girls, Juan Luis Guerra, Lali, Christina Aguilera, Kanye West, Janet Jackson, J Balvin, Jennifer López, Bad Bunny, David Beckham, Enrique Iglesias, RBD, Eva Longoria, Nicky Jam, Stephanie Zelaya, Aleks Syntek, Belinda, Alejandro Fernández, Luis Miguel, Cristian Castro, Maroon 5, Nicki Minaj, Natti Natasha, Juanes, Pedro Capó, Britney Spears, PXNDX and Michael Jackson. If the commercial is aimed at a single country, it usually has artists of the moment and recognized from that place.
Some of his ads have caused controversy, such as the 2014 ad that featured soccer player Mauro Icardi and Argentine model Wanda Nara and seemed to convey the idea that theft is acceptable to access a free Pepsi.
In 1989 Pepsi signed a contract with Madonna, but the company canceled the campaign because of the content of the ad, in which the singer performed "Like a Prayer" and featured images that could be considered blasphemous.
Pepsi sometimes highlights its rivalry with its competitor Coca-Cola in its ads: under the slogan "Summer time is Pepsi time" —in Spanish, "Summer is Pepsi Time"—, uses images associated with Coca-Cola and shows Santa Claus on a beach drinking Pepsi, and a polar bear, having a Coke and a Pepsi, choose to take the latter. In another example, Pepsi —sponsor of the Spanish national team in the 2002 World Cup— took advantage of Spain's 3-1 victory over Paraguay, whose team Coca-Cola sponsored, by creating graphic advertising that used Pepsi's typography to write Spain and the of Coca-Cola to write Paraguay. Subsequently, said ad was withdrawn as it was considered illegal.[citation required] In Argentina, an advertisement called "The Pepsi Challenge" resulted in a judicial controversy, and the Christmas advertisement broadcast in Spain in 2000 was questioned by the Spanish Advertising Self-control Association for not respecting the current advertising Code of Conduct in that country.
Pepsiman
Pepsiman was an official mascot of Pepsi in the Japanese corporate branch. The design of the Pepsiman character is attributed to Canada by comic book artist Travis Charest, created sometime in the mid-1990s, his last appearance was in 2001, when his image was removed from Pepsi commercials.
Pepsiman came in three different styles, each representing the current style of the Pepsi can in distribution. 12 commercials were created featuring the character produced by Industrial Light & Magic. His role in the ads is for him to appear with a Pepsi before a thirsty town or people craving for soda. Pepsiman happens to show up at just the right time with the product. After the delivery of the drink, Pepsiman would sometimes find himself in a difficult and action-oriented situation that would lead to an injury.
Another smaller mascot, Pepsiwoman, also appears in some of her own ads for Diet Pepsi Twist; Her appearance is basically a female Pepsiman wearing a yellow coaster shaped like a lemon.
Given the character's good reception by the public, a video game was produced for the PlayStation console in 1999 starring Pepsiman, although the game had favorable reviews, it was a sales failure, however, today it is It is considered a cult video game and due to the piracy that plagued the PlayStation in those years, the Pepsiman video game (As well as the character) became recognized in America (Mainly in Latin America).
In sports
Pepsi, like other multinational companies, has sought to establish itself in some markets through identification with a sports club. For example, between 1999 and 2002 it was the exclusive sponsor of Nacional de Uruguay; between 2002 and 2004 he did the same with Boca Juniors of Argentina; from 2006 to 2022 he was a sponsor of Millionaires of Colombia; while from 2014 to the present he is a sponsor of Alianza de El Salvador. It has also sponsored other Latin American soccer clubs. Pepsi has also been linked to well-known soccer players in its campaigns. For the 2002 World Cup, held in Korea and Japan, Pepsi launched an advertisement in which players played a soccer match against sumo wrestlers. Four years later, he issued another ad for the 2006 World Cup, held in Bavaria, also with renowned soccer players. For the next World Cup, to be held in South Africa, Pepsi continued with its thematic advertisements and developed it in the African savannah. Another case of graphic ads within football was the "howyoufootball.com" advertisement.[citation required]
It is also an official sponsor of the Primera División of El Salvador called "Liga Pepsi"
In addition, it is also an official sponsor of several Guatemalan soccer teams such as: Comunicaciones Fútbol Club, CSD Municipal, Coban Imperial, Xelajú Mario Camposeco, Aurora Fútbol Club, Universidad SC, Quiche Fútbol Club, among others.
Composition
Soda is made up of: carbonated water, high fructose corn syrup, caramel color, phosphoric acid, caffeine, citric acid, natural flavors, sugar, vanilla, oils, pepsin, and kola nut kernels.
In 1964, "Diet Pepsi" was introduced, which in some countries was renamed "Pepsi Light". For a while, in the 1990s, Pepsi introduced an experiment, "Pepsi Crystal," a transparent-colored cola; Although the product was initially successful, sales soon declined; in 2005, it re-launched a similar product, under the name "Pepsi Clear".
During the fall of 1998, "Pepsi One" was introduced in an ambitious advertising campaign with the main tagline of "Just a calorie." The drink contained acesulfame potassium and aspartame for a single calorie.
In 2000 and 2001 Pepsi Twist was marketed, which contained lemon. This product was only successful in Bolivia and Brazil, so it was withdrawn from the market, except in these countries. In 2002, "Pepsi Blue" was put on sale, which had a blue coloration achieved with the blue 1 dye; this variant disappeared in 2004.
In the United States in 2007, "Pepsi Max" became available, but was rebranded in mid-2015 as "Pepsi Zero Sugar." This variant, sweetened with Aspartame, would be the direct competition to Coca Cola Zero, introduced in 2008.
The "Pepsi Kick" variant, marketed in Mexico under the slogan "Wake up" contains caffeine and ginseng. After Pepsi Kick hit the market, "Pepsi Natural" was also introduced, similar to "Pepsi Retro" and "Pepsi Raw", variants introduced in Mexico and the United Kingdom respectively; is made with kola nut extract, is low in calories, and contains no artificial preservatives, flavors, or colors.
The company
PepsiCo, the company that owns Pepsi, also owns brands like Quaker Oats, Gatorade, Frito-Lay and Tropicana, among others. It has annual revenues of more than US$60 million and more than 285,000 employees. It is listed on the New York Stock Market, under the symbol "PEP". The distribution and bottling company is called Pepsi Bottling Group (Pepsi bottling group) trading under the symbol "PBG".
Until 1997 PepsiCo also controlled Kentucky Fried Chicken, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off into the Tricon Global Restaurants company, later called Yum! Brands, Inc.
In 1993 the PepsiCo company, in the Philippines, was awarded the Ig Nobel Peace Prize
PepsiCo's relationship with the Soviet Union
In 1972, PepsiCo signed a swap agreement with the then government of the Soviet Union, in which PepsiCo was granted export and Western marketing rights for Stolichnaya vodka, in exchange for Soviet import and marketing of Pepsi This exchange led to Pepsi being the first foreign product authorized for sale in the Soviet Union.
Reminiscent of the way Coca-Cola became a cultural icon and its global spread spawned words like "coca-colonization" , Pepsi-Cola and her relationship with the Soviet system made her an icon. In the early 1990s, the term "Pepsi-stroika" began to appear as a pun on "perestroika", the reform policy of the Soviet Union under Mikhail Gorbachev. Critics viewed the policy as an attempt to introduce western products in agreements with the old communist elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of that relationship and Soviet policy. This was reflected in the book “Generation P” by the Russian author Victor Pelevin. In Russia, Pepsi initially had a larger market share than Coca-Cola, but it shrank once the Cold War ended.
Since the Soviet ruble had no value outside the USSR and they lacked dollars, in exchange for the soft drink he was given bottles of Stolnichnaya u vodka and the rights to be the sole seller of said vodka in the United States. In 1989 the contract expired and since the ruble was still worthless, the Soviets paid with war material. Pepsi went on to have the sixth largest fleet in the world. This consisted of 17 attack submarines, a destroyer, a cruiser, a frigate, and several tankers.