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Pepsi's Media Evolution & Strategy

Pepsi has adapted its branding and advertising strategies over the past 3 decades to changing media environments in India. The logo and taglines have evolved to follow trends while maintaining a marketing strategy. Pepsi targets youth and uses celebrities from Bollywood and cricket in its ads to connect with audiences emotionally. It has transitioned its media usage from print, TV, radio and outdoor in the past to now utilizing social media, digital platforms, and sponsorships. Pepsi innovates in its campaigns and impacts audiences by integrating current trends across both traditional above-the-line and new below-the-line digital media.

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Vaishnavi Agrawal
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79 views12 pages

Pepsi's Media Evolution & Strategy

Pepsi has adapted its branding and advertising strategies over the past 3 decades to changing media environments in India. The logo and taglines have evolved to follow trends while maintaining a marketing strategy. Pepsi targets youth and uses celebrities from Bollywood and cricket in its ads to connect with audiences emotionally. It has transitioned its media usage from print, TV, radio and outdoor in the past to now utilizing social media, digital platforms, and sponsorships. Pepsi innovates in its campaigns and impacts audiences by integrating current trends across both traditional above-the-line and new below-the-line digital media.

Uploaded by

Vaishnavi Agrawal
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Pepsi

How has the brand adapted to


media evolutions since 3 decades?

Presented by - Group 3

Harshit Pandey
Gayatri Chetal
Vaishnavi Agrawal
Muskan Saxena
Evolution of
the Logo
The Pepsi logo has always
created trends to follow.

These changes are not just


for the sake of making
changes but are part of a
well-thought-out marketing
strategy.
Pepsi Tagline in India

1990 1998 2004 2008 2010


'Yehi hai right "Yeh Dil Maange "Yeh Pyaas Hai "Yehi Hai 'Youngistaan ka
choice baby, aha!' More!" Badi" Youngistaan Meri Wow'
Jaan"

2011 2013 2015 2019

“Change the “Oh Yes Abhi” “Live It Abhi” "Har Ghoont


Game” Mein Swag Hai"
Advertising
Strategy
Pepsi has always targeted the youth segment, this can be observed from their taglines,
advertisements messages and means of communication of messages.
The brand aligns with the younger generation's desire to capture the excitement now."
It has followed the trend and used a fresh face for the brand every time. Pepsi has
refreshed and updated its swagger with every campaign and media.
Pepsi plays an important role in advertising and attracts the target audience by giving
access to options like downloads, gaming, music apps etc.
Celebrity
Endorsement
Pepsi has always considered Bollywood celebrities and Cricketers as their ambassadors
in the campaigns. The reason behind this is, people in India are emotionally connected
with Bollywood and cricket.
Their pattern of using celebrities for promotion is the same through its presence in
India. Most influencing celebrities of that particular time are used in their campaigns.
Pepsi did not let any celebrity overwhelm the product. There were stars, yes, but they all
wanted a Pepsi!
Celebrities
Media (Then) Media (Now)
Newspaper, TV, OOH, radio, short films,
Newspaper, TV, OOH, Radio albums, social media, direct marketing,
sponsorships, events at public places,
distribution through Dominos & Pizza
Hut, IPL.
Use of Media
(Then)
Use of Media
(Now)
ATL Activities
(Television, Youtube, Outdoor)
Use of Media
(Now)
BTL Activities
(Direct Marketing, Discounts,
Sales Promotion, Sampling)
Innovation & Impact
Pepsi has adapted to the evolution in media accordingly, it has
used every media to connect with the target audience (using
hashtags in campaign, music video). The brand has followed
the ongoing trend always.
Thank you
Dean Prof. Ramola Kumar
Mr. Anil Shankar, Associate Vice President at ZenithOptimedia Group
Faculty Members, DSC
PGDPC 26

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