Over the years, both Pepsi and CocaCola have held our hands through childhood, kept us awake during long days at the office, been present in everyday life and are always a necessity for celebrations and parties, acting as the perfect mate for our favorite spirits. Pepsi and CocaCola have been associated with athletes, celebrities and many behaviors to sell their products and create a personal 'feel' to the brands. They have earned much success by penetrating cultures and this continues as this generation transforms into a global culture spanning the web.Coca Cola led the digital excursion with their viral movies on Youtube, placing vending machines on college campuses and filming the machines handing out 'pieces of happiness'. CocaCola aims to associate their brand with happiness and reel in their digital consumers with the curiosity of, "Where will Happiness Strike Next?" Brilliant, just brilliant. Who doesn't want a piece of happiness?
...but has the arch enemy Pepsi topped it?
Although the CocaCola viral campaign enticed the internet junkies, Pepsi has now taken this idea to a completely different level by reaching people digitally without requiring them to have a computer. Pepsi hopes to reach the top of the "Social Soda" market with their new social vending machines by providing an interactive experience while purchasing a Pepsi product and also giving consumers the ability to socially interact with their friends through the machine. Anyone can purchase a Pepsi and send it to their friend via phone or e-mail and even record a short video to share online or with a specific friend.
Ok, so maybe Pepsi is following the CocaCola train as they have been trailing behind in the last few years but the implementation is so avantgarde! Pepsi describes it as the 'next logical step' which may be true, but the way they are practically creating a real-life digital exchange is genius! Everyone wants interactivity and if someone can walk up to a vending machine and get their fix, they will. I would be inclined to buy a Pepsi just to be able to send one to a friend in such a cool way! As these vending machines will be placed all over the world, I could send Pepsi overseas!
Pepsi and CocaCola continue to surprise consumers with their ability to reach cultures with blankets covering the entire worldwide market. Will CocaCola come up with something even more social? Can they top it? I guess we have to wait to find out. For now, join the Pepsi train, "Be Social" and send me one, please. :)
