Super Bowl Ads - Coke vs. Pepsi
Written by Andy Kazeniac (contact - e-mail) -- February 4th, 2009 |
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Coke and Pepsi have been locked in battle on many fronts for decades and the Super Bowl goes a long way in deciding which of the two has the upper hand. Both had success with memorable ads in 2008; Pepsi’s Justin Timberlake ad and Coke’s Parade Balloons (as a Patriots fan, the ads are the only part of that game I want to remember).
Each company had three commercials during this year’s Super Bowl, leading to a predictable spike in site traffic on the day of the game. Coke managed to keep that momentum going through to Monday, whereas Pepsi saw a steep drop.
But things were not all bad for Pepsi. Unlike Coke, which did not include any references to their online channels in the ads, Pepsi pushed their new refresheverything.com site in two of their three commercials and the graph looks quite a bit different with it included. Though the site wasn’t started solely for the Super Bowl (it began with a campaign to voice your concerns in a video-letter to the President and got a boost from its Facebook page), the massive exposure from the game helped maintain its momentum and keep the daily Reach numbers high and trending upwards.
One of Coke’s ads featured people in public being viewed as animated characters, reminiscent of online avatars and gaming, yet they failed to build on that association by driving viewers online. Instead it seems that Pepsi seized the opportunity to further engage consumers with their new site at a time when integrated cross-channel marketing is more important than ever.
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February 5th, 2009 at 9:45 am
What do they have on their site that would help so much? I mean, I can understand consumer electronics companies trying to get people online. But Coke and Pepsi? Wouldn’t it be more helpful for them to just increase their brand awareness or something like that?
February 6th, 2009 at 9:14 pm
I’m not surprised Coke lost - if that “soda shop” commercial is the best they have to offer, then they deserve to lost. Weak.
February 7th, 2009 at 8:15 pm
I understand why seeing commercials a lot makes you think of Pepsi or Coke more, but why would I want to go to a soda’s website? I have better things to do (like comment on blogs).
February 8th, 2009 at 6:33 am
It basically comes down to not a challenge but let the customer decide!
February 12th, 2009 at 12:04 am
I cannot believe Coke took a feel-good classic commercial (the Joe Green commercial) and “tweeked” it into one displaying violence in front of a child and then giving that child the meaningless shirt torn from the Coke guy. It makes everyone involved look bad and it certainly isn’t funny. What a dumb move! Pepsi tastes better all the time!
March 4th, 2009 at 6:41 pm
Coke is WAY better than pepsi
April 13th, 2009 at 1:24 pm
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November 4th, 2009 at 1:43 pm
pepsi is better than coke