Pepsi is finally going to show up on the Trinidad stage. Why? Because the Blue Waters folks just bought into Pepsi. And if they can do to Coke what they did to Red Bull, well then we’re in for some thrills. But Coke is no Red Bull. Coke is loved by many and well distributed, on price parity. And they have always won the share of voice derby and also the quality of voice.
Pepsi’s recent dominant presence on TV6’s coverage of the World Cup, Coca Cola’s centre piece sponsored event, may be a signal of things to come.
Here’s what they each have going for themselves.
Coke:
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Entrenched leader- the leading cola for past 40 years
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Strong Distribution
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Memorable advertising
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Strong community relations (e.g. College’s League)
Pepsi:
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The Blue Waters robust distribution system
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New kids on the block with something to prove
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Their own advertising arsenal as shown for local coverage of World Cup 2010
Who will win:
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Whichever has the more relevant message by segment (core battle: 12-24)
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Whichever is more innovative (including packaging, skus, use of new media, line extensions)
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Whichever get product “within a breath of desire” (actually this is Coke language)
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Whichever team wants it more – are their respective teams doing a job? Or are they on a mission?
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Whichever better aligns their manufacturing with their marketing
My bet is on Pepsi taking some significant share; while Coke stays the leader in the short and medium term.
