I love Coke, and in contrast Pepsi is labeled with a foul word that shows the unimportance of the product.
Use of animation in advertising: opened cans of Pepsi and Coke and the sarcastic reaction of the straw towards Coke while the other straw inside the Pepsi can seems enjoying. As with Pepsi's tagline 'the Joy of Pepsi', the visual supports it effectively.
The area in front of Pepsi's vending machine implies that people frequently buy or purchase the product that's why it already lost its original feature unlike with the Coke's,.. seems that nobody cares to get near with it.
Actually this one, has a caption 'Pepsi-murdered': Bloody lying Pepsi surrounded by bully coke. Effective, in the sense that the unspoken message of the ad clearly shows the inferiority of Pepsi and it got nothing to do with Coke.
Coke and Pepsi are two giant companies that produce segmented beverages across the globe. The advertisements above are proof that they consider themselves as a strong competitor of each other. If not the best, one is better than the other.
Positioning strategy by competitor
Through the print ads, the target market will obviously perceive that one is superior over the other. Coke and Pepsi communicate the message to the people using somewhat sarcastic visuals that imply a logical statement: ‘I am better than you.’
Geographic segmentation and Positioning by cultural symbols
Certain advertising practice which is generally accepted in USA may be considered as an act of vulgarity in the Philippines. In terms of advertising techniques, this is where understanding cultural differences come in. As shown in the print ads, Coke directly used Pepsi, without any reservations at all, to project an image of superiority over this specific product, same with what Pepsi did with Coke, for as long as they could prove it. Some countries allow this technique, and it is actually in their advertising rules, which in the Philippines will definitely won’t work, considering that Filipinos in general are sensitive with regards to this matter. Advertisers in the Philippines, as projected on TV, print and radio, will used code names (Brand X, and the like). They could not just make something without checking advertising rules or else they will lose their money. People with this behavior will think that this kind of ad is unethical, exaggerative, and will give the people reason to hate the brand.
