Pepsico Diversification Essay Example

and later television.

Its jingle (conceived in the days when Pepsi cost only five cents) was used in many different forms with different lyrics.

With the rise of television, Pepsi utilized the services of a young, up-and-coming actress named Polly Bergento promote products, oftentimes lending her singing talents to the classic "... Hits The Spot" jingle. Some of these Bergen spots can be seen on ClassicTVAds. com.

Through the intervening decades, there have been many different Pepsi theme songs sung on television by a variety of artists, from Joanie Summersto The Jacksonsto Britney Spears. See Slogans) In 1975, Pepsi introduced the Pepsi Challengemarketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercialsreporting the results to the public. In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and a minimalistlabel design. The redesign was comparable to Coca-Cola's earlier simplification of their can and bottle designs.

Also in 2008 Pepsi teamed up with Google/YouTube to produce the first daily entertainment show on Youtube, Poptub. This daily show deals with pop culture, internet viral videos, and celebrity gossip. Poptub is updated daily from Pepsi. In 2009, "Bring Home the Cup," changed to "Team Up and Bring Home the Cup."

The new installment of the campaign asks for team involvement and an advocate to submit content on behalf of their team for the chance to have the Stanley Cupdelivered to the team's hometown by Mark Messier.

Pepsi has official sponsorship deals with three

of the four major North American professional sports leagues: the National Football League, National Hockey Leagueand Major League Baseball. Pepsi also sponsors Major League Soccer. Pepsi also has sponsorship deals in international cricketteams. The Pakistan cricket teamis one of the teams that the brand sponsors.

The team wears the Pepsi logo on the front of their test and ODI test match clothing. On July 6, 2009, Pepsi announced it would make a $1 billion investment in Russia over three years, bringing the total Pepsi investment in the country to $4 billion.

In July 2009, Shag-me started marketing itself as Pepsi in Argentinain response to its name being mispronounced by 25% of the population and as a way to connect more with all of the population. In October 2008, Pepsi announced that it would be redesigning its logo and re-branding many of its products by early 2009. In 2009, Pepsi, Diet Pepsiand Pepsi Maxbegan using all lower-case fonts for name brands, and Diet Pepsi Max was re-branded as Pepsi Max.

The brand's blue and red globe trademarkbecame a series of "smiles," with the central white band arcing at different angles depending on the product until 2010.

Pepsi released this logo in U. S. in late 2008, and later it was released in 2009 in Canada(the first country outside of the United States for Pepsi's new logo), Brazil, Bolivia, Guatemala, Nicaragua, Honduras, El Salvador, Colombia, Argentina, Puerto Rico, Costa Rica, Panama, Chile, Dominican Republic, the Philippines and Australia; in the rest of the world the new logo has been released in 2010, meaning the old logo has been phased out entirely (most recently, Franceand Mexicoswitched to Pepsi's current logo).