- New Product Testing For Football (Soccer) Occasions
- Pepsi is a non-alcoholic drink produced by a multi-national company known as PepsiCo. The drink that was first invented by Caleb Bradham tends to have a rich history of innovation on its advertisement trends. All this innovations have emerged in order to increase the sales of the product among many clients in various diverse fields. The most successful marketing area of all has been during various soccer occasions. This is because the game has a large number of fans.
- Pepsi have also managed to make powerful advertisements for the past years while trying to lure young people on the advantages of taking the drink compared to others in the market. One of the most powerful advertisements that was made in order to influence football fans during various soccer occasions was in 1990. This particular advertisement was conducted by a football legend known as Joe Montana. On the advertisement, Montana challenged all other football celebrities to make a try on the new Pepsi product and test its greatness compared to other cola drinks.
- The advertisement made by Montana managed to influence many fans and the company was able to make considerable sales because of the effects that came with it. Since then, PepsiCo has concentrated much in making more advertisements related to football. On 2002, the company made a successful commercial that was shown in India (Jacob, 2003). On the commercial, the company demonstrated five Sump players challenging their European components. Some of the European players shown on the commercial include well-known soccer stars like David Beckham. According to the commercial, the winner was eligible to get a crate of Pepsi (Jacob, 2003). The Indian players from the Sumo community mainly concentrate on wrestling competitions. This made the advertisement to have many viewers considering that the Sumo could not make it to be winners but at last, they won. This was a perfect example of Pepsi new product advertisement making a test on the universal appeal.
- There is significant evidence that in this new generation, PepsiCo targets the young generation who are always overwhelmed by various activities related to soccer (Ross & Lester, 2011). Most of the people who appear in Pepsi advertisements tend to be those below thirty years (Ross & Lester, 2011). PepsiCo has managed to advertise on the National Football leagues in America where approximated more than half the nation view the advertisement (Ross & Lester, 2011). PepsiCo has also managed to reach the public through the most advertisement vehicles such as the Super Bowl. This is because many people are able to view the advertisement especially during soccer moments at the same time.
- Moreover, Pepsi has emerged to be the new product testing soccer occasion by demonstrating that football fans ought to value the drink more than the game. This was demonstrated in a recent advertisement where a young man requested for a football sweat-stained jersey with the intention of cleaning a Pepsi can (Schroeder, 2005). After cleaning the can, the young man gave back the sweat-jersey. This particular Pepsi advertisement indicates that its main target is the new generation who value football games that occurs throughout the year.
- Football is one of the games that have a large number of fans all over the world. This is the reason why Pepsi makes its advertisement on the game in order to attract a wide attention from the large number of fans. Moreover, apart from commercial showing soccer games, Pepsi also manages to advertise by painting most of the major soccer fields around the world. This creates a wide mental picture of the product to most of the soccer fans.
- Reference
- Jacob, N. (2003). Intercultural management. London: Kogan Page Stylus.
- Ross, S. D., & Lester, P. M. (2011). Images that injure: Pictorial stereotypes in the media. Santa Barbara, Calif: Praeger.
- Schroeder. E. J. (2005). Visual consumption London: Routledge.
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