PepsiCo or so-called Pepsi is an iconic soft beverage brand famous for its marketing strategy and advertising campaign with celebrity endorsements. To dominate the beverage market and be the most recognizable brand, the company has sponsored events such as Super Bowl, FIFA World Cup, UEFA Champions League, the Olympics, and many more.
The Pepsi ad campaigns have featured celebrities such as Michael Jackson, Robbie Williams, Beyonce, David Beckham, Lionel Messi, and many more. Notably, PepsiCo has been dedicating between $2.3 and $3 billion to advertising and the promotion of its products annually. It is also the estimated second-biggest spender at over $320 million, while Coca-Cola is third at over $200 million on Super Bowl ads.
Real Research conducted a survey to know the public opinion on Pepsi’s event campaigning power with Pepsi celebrity endorsements. What do respondents think about Pepsi ad campaigns? What are the best Pepsi commercials of all time? More so, what is the level of Pepsi customer satisfaction? Let us discover through results obtained from the Real Research online survey application.
- Around 30% of the respondents drink Pepsi every day.
- Pepsi Blue is the most memorable flavour, says 39.81%.
- Respondents prefer an ad with a celebrity (38.79%).
- The ad with Beckham, Ronaldinho, Roberto Carlos, Henry, Messi, and Luis Suárez is respondents’ favorite (42.44%).
A Popular Beverage for Everyone
To start, over 82% of the respondents are aware of the beverage brand Pepsi. Next, the Real Research survey asked respondents if they drink Pepsi. The result of this question is impressive. Almost 72% of the participants said ‘Yes’. Accordingly, 28.72% of the respondents chose the ‘No’ option.
Interesting fact: in 1975 PepsiCo conducted its first blind test to find out which soft drink tasted better: Pepsi or Coca-Cola. In several shopping malls across the US blindfolded people tried two sodas in turn, and then chose what they liked best. According to the results, by one-third of the votes, Pepsi bypassed Coca-Cola. Subsequently, PepsiCo actively used this fact in its advertising campaigns.
Pepsi Everyday, Sounds Like a Plan
The next and quite logical question asked by Real Research is how often do respondents drink Pepsi. The result for ‘Everyday’ is impressive, as almost 30% chose this option. Without slowing down, the results on the Real Research online survey application show that nearly 19% of the respondents drink Pepsi every other day. Likewise, 17.38% drink this beverage a few times a week, 12.07% a few times a month, and 10.77% on special occasions.
On the contrary, 4.18% and 7.71% chose the ‘Other’ and ‘I do not drink Pepsi’ options, respectively. This shows that some people might be following a healthy lifestyle by avoiding sugar or they simply prefer Coca-Cola.
Pepsi Blue Is the Most Memorable Flavor
Drawing from the Real Research online survey application results, the majority, nearly 40%, chose Pepsi Blue as the most memorable flavor. Intriguingly, Pepsi Blue was created as PepsiCo’s response to the successful Coca-Cola Vanilla line launched by their main competitor — the Coca-Cola Company.
Furthermore, 18.30% of the respondents chose Pepsi Gold flavor and 12.33% chose Pepsi Twist. In line with this, 6.08% and 5.44% chose Pepsi Zero and Wild Cherry accordingly. On the other hand, 7.82 % of the respondents chose the ‘I do not drink Pepsi’ option.
The Majority Is Happy With Pepsi Celebrity Endorsements
It’s not a secret that PepsiCo is famous for its powerful advertising campaigns. Accordingly, we asked respondents which Pepsi ad campaign is the respondents’ favourite so far. The results are interesting as the majority prefer an ad with a celebrity (38.79%). Following that, almost 23% chose ads involving Pepsi’s competitors.
It is also worth noting that one of the distinguishing features of PepsiCo is that sometimes the company uses its competitors’ image in its advertising, constantly comparing itself to them. The boldest and most daring advertisements involving competitors of Pepsi are the following — the vending machine ad, the Halloween ad, and the ad for National Burger Day.
Furthermore, 12.04% and 8.08% of the respondents prefer Pepsi Super Bowl commercials and ads involving UEFA. Meanwhile, ads with NBA were chosen by the least number of participants (2.90%). Also, 15.39% of the respondents chose the ‘Other’ option.
Pepsi Celebrity Endorsements and Ad Campaigns
Over decades, PepsiCo has produced a huge number of massive advertisements featuring the biggest celebrities worldwide. Consequently, we asked next on the Real Research survey app what celebrity endorsement ad was the respondents’ favorite. Almost half of the respondents (48.44%) chose the ad with Ronaldinho, David Beckham, Roberto Carlos, Henry, Lionel Messi, and Luis Suárez.
In addition, nearly 26% prefer the ‘We will rock you’ video ad featuring Britney Spears, Beyonce, Pink, and Enrique Iglesias. The third most memorable ad according to respondents is the one where iKON appears on the Pepsi cans. The ‘Others’ option was chosen by 13.86% of the participants.
Remarkably, the most expensive Pepsi ad is the ‘Joy of Pepsi’ video commercial. In 2002, PepsiCo invited pop singer Britney Spears to advertise its product. The soft drink maker paid $7.53 million for the 90-second video. As a result, this commercial made the largest cultural impact as the ad was everywhere.
Summing up, today PepsiCo is a successful brand that confidently fights for leadership in the market with its main competitor Coca-Cola. So far, Pepsi has dared to push the boundaries with its creative storytelling and intense competitive spirit. As a result, it continues to launch riveting ad and PR campaigns that captivate not just its fans, but also, the whole world.
|Survey Title||Survey on Pepsi’s Event Campaigning Power With Celebrity Endorsement|
|Duration||June 24 – July 1, 2021|
|Number of Participants||120,838|
|Demographics||Males and females, aged 21 to 99|
|Participating Countries||Afghanistan, Algeria, Argentina, Armenia, Australia, Azerbaijan, Bahrain, Bangladesh, Belarus, Benin, Bolivia, Bosni,…Brazil, Bulgaria, Burkina Faso, Cambodia, Cameroon, Canada, Chile, China, China (Hong-kong), Colombia, Costa Rica, Democratic Republic of Congo, Ecuador, Egypt, El Salvador, Estonia, Ethiopia, France, Georgia, Germany, Ghana, Greece, Guatemala, India, Indonesia, Iraq, Israel, Italy, Japan, Jordan, Kenya, Kuwait, Kyrgyzstan, Latvia, Libya, Lithuania, Macedonia, Madagascar, Malaysia, Maldives, Mauritania, Mexico, Moldova, Mongolia, Morocco, Mozambique, Myanmar [Burma], Namibia Nepal, Nicaragua, Nigeria, Norway, Oman, Pakistan, Palestine, Panama, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Rwanda, Saudi Arabia, Senegal, Singapore, Slovakia, Somalia, South Africa, South Korea, Spain, Sri Lanka, Swaziland, Tajikistan, Tanzania, Thailand, Togo, Tunisia, Turkey, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay, Uzbekistan, Venezuela, Vietnam, Yemen, Zimbabwe.|
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