In keeping with the theme from yesterday’s post, let’s review another set of advertising campaigns that seem to be going in a similar direction. Here is a look at the latest instalment in the Cola Wars.
Coca-Cola and Pepsi have been rivalling over share-of-stomach for decades. The marketing battle for who is the supreme cola of choice is an ongoing and probably never-ending fight.
In case you’ve been living under a rock, see the Pepsi Taste Challenge or (dare I say it) New Coke for a little bit of history in this rivalry. However lately, the two cola-giants aren’t fighting over who has the best flavour, who has less sugar, or who has the least calories. In fact, this time around it’s about which brand is the happiest.
Both brands have launched a new advertising campaign this summer, focusing on positivity and optimism.
Coca-Cola – Open Happiness Campaign
Agency: Wieden + Kennedy Amsterdam
The Coca-Cola ad shows a thirsty man stumbling through his town, looking for something to quench his thirst on a scorching hot day. As we follow him on his little journey he starts seeing Coke bottles everywhere, in car grills, neck-ties and bicycles. He must be going crazy until finally, he finds some Coca-Cola and refreshingly quenches his thirst and all is back to normal in the universe.
Pepsi – Joy It Forward Campaign
Agency: BBDO Toronto / BBDO Montreal
The Pepsi spot uses bright colours and positive words like “it’s time for positivity” and “time to share a smile”, with the new Pepsi logo in the place of the ‘O’. It’s an upbeat ad that is intended to be joyful and invites us to spread the joy, or in other words, joy it forward.
I like both spots. The Coca-Cola spot is nicely executed, with a great attention to detail that could have you watch it over and over again and still find something new. The Pepsi spot took a little longer to grow on me but after watching it a few times it certainly elicits feelings of joy that you just can’t help but smile and bob your head to. At the end of the day, when it comes to cola preference, I’m sure whichever brand you grew up with is the one that you will continue to choose.
So there we have the latest instalment of the Cola Wars: Joy vs. Happiness in an ultimate battle for who can be more optimistic. Who do you think is going to win this round?