The Pepsi drink is now familiar to everyone and there is no need to explain what it is. There were a lot of scandals and discussions around him - this is an eternal war with Coca-Cola, and waves of disputes that regularly appear in society about how harmful or useful this drink is. And yet, he drinks a large number of people in all countries of the world.

The Pepsi brand is one of the few that have shown what real success means. And success is exactly what all businessmen want to achieve, isn't it? Therefore, let's plunge into the history of the creation and development of the great business giant - Pepsi Co.

Creating a drink and entering the market

The creator of the Pepsi drink is Caleb Bradham, a pharmacist who lived in North Carolina. Caleb had his own small business - a pharmacy. In his spare time, he loved to experiment with ingredients and dreamed of creating his own soft drink that would conquer the whole world. And in 1898 he succeeded, although at that time Caleb himself did not yet suspect it. He did not think about the name of the new drink for a long time and called it simply - "Brad's drink" ("Brad's drink"). The pharmacist added carbonated water, sugar, vanilla, and kola nuts to his "Brad's drink." The drink began to be sold in some stores and pharmacies and was positioned as a way to strengthen the body, improve digestion and cheer up.

However, Caleb Bradham quickly fell out of favor with this name. He wanted to put the very essence of the drink recipe into it, so the product was renamed Pepsi-Cola - because of the ingredients pepsin and cola used. The success of the drink with the new name was overwhelming, and Caleb made the unequivocal decision to open his own production company. This is how Pepsi Co was born.

In the year the company was founded, the first advertisement for the drink was released. “Pepsi-Cola drink strengthens the body and refreshes the mind! Do you want to get rid of neurosis, melancholy or migraine? Pepsi-Cola will help with this too! ”- approximately these words sounded in the very first advertisement for the drink in the print edition of the New Bern Sun Journal.

Revealing the Secret of the Recipe

In the 1920s, the American sugar market was going through hard times, partly due to the First World War. Since sugar is one of basic components Pepsi-Cola, the company also found itself in decline, and almost on the verge of bankruptcy. In order to somehow save the situation, Caleb Bradham decided to reveal to the world the secret of the preparation of the drink, thinking that the proof that it does not contain any substances harmful to health can increase sales. As it turned out, the composition of the drink includes 12 components, including petitgrain oil, cinnamon oil, nutmeg oil, lime juice, phosphoric acid, burnt sugar other.

Successful reforms

Around the same time, the company was registered nationally and became known as the National Pepsi-Cola Company. However, she did not stay in the state for long. After a while, the company was bought by the head of the corporation Loft Inc. Charles Gut. The prefix “national” had to be removed again, but this had absolutely no effect on the success of the production and sales of the drink. Rather, on the contrary, with the new management, the development of the company began more rapidly.

During the Great Depression, many businesses were panicked and horrified by what was happening. This depression simply erased many from the market. Pepsi-Cola Company also suffered, but fortunately, not so drastically. The product had to be significantly reduced in price. A standard bottle of Pepsi-Cola cost only five cents, while similar products of the main competitors were sold at two or even three times as much. With such a price, the drink began to be bought more actively, and this helped the company not to become bankrupt during that difficult period.

During World War II, the Pepsi-Cola Company decided to use the tricolor crown in its symbolism, thus showing its support for American soldiers. This move was not ignored by consumers - they began to treat the drink more loyally.

Pepsi-Cola is the first foreign product that began to be freely sold on the territory of the USSR (now former). It happened in the early 1970s. The head of the corporation at that time was Donald Kendal, and he personally paid a visit to the capital of the Soviet Union to negotiate on the introduction of the Pepsi-Cola drink to the Soviet market. The negotiations were successful. There were practically no foreign products on the Soviet goods market, and the appearance of an American drink produced a real marketing explosion, which was in the hands of Pepsi-Cola Co.

The mid-1980s were the most successful for Pepsi-Cola. Sales then surprised even the main marketers of the corporation. At the same time, Pepsi-Cola acquired the popular beverage brand Seven Up. Pepsi-Cola became the most respected by consumers and the most popular company in the world according to the ratings of various printed publications.

"Star" advertisements

Pepsi-Cola is the only company in the world that has used so many celebrities to create its commercials. In 1980, Michael Jackson, the King of Pop, starred in a Pepsi commercial. In subsequent years, singer Tina Turner, Gloria Estefan, singer Lionel Ricci took part in the creation of advertising. Already in the 2000s, sensational advertising appeared with the participation of such world stars as Britney Spears, Beoins, Pink and Enrique Iglesias. Britney Spears received the largest fee in the history of commercial advertising for this shooting - $ 94 million. Rock band Papa Roach, singer Fergie, model Aishwarya Rai, athletes Thierry Henry and Lionel Messi also collaborated with Pepsi-Cola Company. No other company in the world can boast such large quantity stars who have contributed to its formation and development.

Indra Nooyi

By 1994, thanks to her success, Indra Nooyi was just a tidbit for many headhunters. And one of them made her an offer she couldn't refuse - the post of vice president at Pepsi Co. And already in 2001, Indra took the post of chief president and financial director of the corporation. And as objective data show, Indra Nooyi ended up at Pepsi Co for a reason. It was she who initiated many reforms within the company, which subsequently brought success to Pepsi Co. Since she took over as chief financial officer, the company's revenues have grown by an average of 72%, and net income has almost doubled.

Battle of two stakes

The war between Coca-Cola and Pepsi-Cola is perhaps one of the most “eternal” and most discussed. And this war has been going on for more than a hundred years. Such fierce competition is understandable, because the drinks have a lot in common. They were both created by pharmacists, both were originally positioned as a "drug tonic", both have almost the same composition and taste, and they appeared almost at the same time (Coca-Cola was 12 years earlier than Pepsi-Cola). Throughout their existence and to this day, the two giants have competed with each other in various aspects of their activities: in the brand logo, in pricing policy, in improving the recipe, in conquering new territories, in promotions.

The so-called "blind tests" were carried out, when the participants of the experiment were offered two drinks without any identifying signs, after tasting which they chose the one that they liked more. In different years, one and the other company became the winners of such tests. Interestingly, in the studies conducted by Pepsi Co itself, it was this drink that won, and in those conducted at the initiative of the Coca-Cola Company, Coca-Cola came out the winner. There is nothing to say here, in war all means are good.

And although now Pepsi-Cola is sold in every store, and you can often meet fans of this particular drink, Coca-Cola still does not completely give Pepsi its leadership position. Why is this happening? Firstly, Coca-Cola appeared earlier, albeit not by much. During this time, she has already managed to conquer the market, and Pepsi had to win it back, which was not always successful. Secondly, Coca-Cola is the most recognizable brand in the world, and this is no longer a discovery for anyone. According to the results of global studies, brand awareness is as much as 98 (!) Percent. Coca-Cola is a real symbol of America, and there cannot be two symbolic drinks. Many experts believe that Coca-Cola is much more creative and interesting in its advertising. She has always focused on the classics and eternal values ​​and successfully uses this, while Pepsi-Cola is more inclined towards something new, youthful. Both strategies could be winning, however, in this particular situation, Coca-Cola emerged victorious. However, the battle is not over yet. Who knows, maybe in time everything will change?

$1.2 billion for the latest rebrand, including $1 million for the logo.

To bookmarks

Some time ago, gathering my thoughts to write this material, I posted this picture on my Facebook page, in order to conduct a small survey of public opinion among my subscribers about the perception of the Pepsi logos. Of course, such a sample is not at all representative, but it showed a rare social networks unanimity on this issue and fueled my desire to write about it.

The vast majority chose the “classic” logos for my generation, which the company used from 1973 to 1991, although the 1962 logo is essentially the same. And, of course, I expected that such a choice would be made by my peers, however, to my surprise, the same choice was made in the majority by those who are much younger, although everyone knows that “the new generation chooses Pepsi”.

To start, for an aperitif, a few interesting facts about Pepsi you may not have known:

Pepsi was originally called Brad's drink until it was renamed Pepsi-Cola in August 1898.

Pepsi-Cola hits the spot, 12 full ounces, that's a lot, Twice as much for a nickel too, Pepsi-Cola is the Drink for you!

In the mid-80s, Pepsi made history in the advertising industry when it used pop music stars to promote its brand. The most significant performer of the time, Michael Jackson, starred in the brand's advertisement.

Pepsi cola is one of the most famous beverage brands in the world. The Pepsi logo is one of the most recognizable logos around the world. However, it would be wrong to say that the logo became popular or recognizable due to the popularity of the drink. Quite the contrary, Pepsi's packaging design has been a major contributor to the brand's success at various stages of its life. Logo design is what helps draw people's attention to a drink.

However, the Pepsi logo that we see today has changed a huge number of times. It all started when company founder Caleb D. Bradham created the initial design that would later become famous. With this design, the brand lived until 1940, when the company first made changes to the design of its logo.

Here are some highlights of the evolution of the Pepsi logo

1898-1940 Use of curly fonts in the logo.

The history of the Pepsi logo began in 1898 with a direct rivalry with the competitor brand Coca Cola. Between 1898 and the 1940s, Pepsi developed a logo based on a red curly font that was similar to the Coca Cola logo.

In 1906, the Pepsi logo was redesigned to include additional text. The typography of the logo, however, remained more or less the same. The logo for the first time received a spherical shape.

The spherical shape continues to be a part of the design until today. One reason for the spherical shape of the logo design was that the company wanted to incorporate The Original Pure Food Drink slogan into the design.

In the 1940s, Pepsi returned to a rectangular shape for the logo. The Pepsi Cola letters were included in a rectangular shape that had a stark white background.

In 1945, Pepsi adapted its bottle cap logo and painted it in patriotic colors to show support for the US Army. The logo included the slogan Bigger Drink, Better Taste. An excellent slogan, by the way, considering that at that time you could buy Pepsi in a bottle twice as much as Coca-Cola for the same price.

Decade of the 1960s.

In the 1960s, the logo underwent even greater changes. For the first time, the new design features a serrated bottle cap. The colors continued to be blue and red, while the background color was completely white.

Within a decade, the company launched the Pepsi Generation campaign. It was in 1960 that the word "Cola" disappeared from the logo. Pepsi never used the word again in a drink logo.

Minimalistic 1970s design.

The next decade of the 1970s was a time of radical change throughout the world. This influenced the design of the Pepsi logo. In 1971, after sensing that people preferred modernity and new technology, the company saw fit to develop a minimalist logo design to make it look neater and clearer.

Pepsi designers said goodbye to the white background. Instead, white was used to highlight the rectangular and spherical borders of the logo. Blue and red dominated the color scheme. The word Pepsi was written in the box with some changes made to the font.

In 1987, Pepsi slightly updated the logo, changing the blue color.

100 years of Pepsi. 1990s.

In 1991, Pepsi redesigned their logo, minimizing the spherical shape and placing it in the lower right corner. The word Pepsi was written in bold upper case. Red and blue colors continued to dominate the Pepsi logo, with a return to white as the background color.

In 1998, the company celebrated its 100th anniversary. To commemorate the anniversary, the company has made some changes to its logo design in order to give it a three-dimensional look. For the first time, the background changed from white to blue, and white was used in the font.

Modern Pepsi Globe logo

Today's Pepsi Globe logo has a smiley face design. It retains the colors from 1998, however there have been style and font changes. As conceived by the designers, the logo should symbolize the globe.

So we see that Pepsi often makes changes to the design of their logo. And although this article is about Pepsi, it is not possible to discuss Pepsi in isolation from Coca Cola.

War count

The stake wars have been raging for more than 100 years, and the "Coca Cola is better than Pepsi" debate, or vice versa, is older than the October Revolution. People have different tastes and find what is actually better is not possible.

What I want to consider is why Coca Cola outperforms Pepsi in the marketplace, in the context of which drink sells the most. In 2011, Coca Cola had $28 billion in sales and Pepsi only $12 billion, the ratio is about the same today, it's just that the exact data for 2011 was easier to find.

And perhaps part of the reason is their branding, or rather the constant rebranding. I am aware that "rebranding" is not only a change in the logo, because the brand is more than just a logo, although the logo is really part of its identity. A brand is essentially a promise of tangible and intangible value for the client - it is a kind of contract of trust.

For over 100 years, Coca Cola has used the same logo, a curly font that everyone around the world recognizes. Despite some background changes, it was essentially the same logo. Pepsi, on the other hand, started with a logo very similar to Coca Cola's. Over the years, the Pepsi logo has evolved and changed over time. The 1970s version of the Pepsi logo was extremely successful, it was at this time that the company had the most successful Advertising with BBDO However, they moved on, changing the logo and following the trends, possibly making a branding mistake in the process.

Look at this:

If you ask someone to describe the Coca Cola logo, you will most likely get a response along the lines of "those are those red letters." And if you ask someone to describe the Pepsi logo, you'll probably get a different version, depending on how it was when they remember it the most.

The Coca Cola branding is timeless. He hasn't aged and he still looks great. Since Pepsi decided to follow design trends every few years, they had to release an updated logo design.

The latest rebranding cost the company $1.2 billion, with the logo alone costing $1 million.

Some people will argue that the main images of Pepsi are recognizable, and in fact, I do not deny this. But how is he remembered? Is that the circle in which Pepsi is written in the middle (1973)? Is that the 1991 version of the logo with the big red tail? Or is it a slanted 2008 version? It seems to me that the Pepsi logo would work better if they chose the positioning and the logo and fixed it.

Looking at the history of both companies' soda cans, the logo changes are even more pleasing to the eye. The logo on the first can of Pepsi is completely different from the logo on the last one.

The evolution of Pepsi cans

The evolution of Coca Cola cans

When looking at the history of Coca Cola cans, their recognizable font-based logo is present everywhere, as are their signature colors; red and white.

Of course, it's not just the logo, there are many other areas where Pepsi hasn't done so well. In the 1980s, Pepsi's celebrity attraction strategy ran into several problems. The first of these is a pyrotechnic stunt that left Michael Jackson addicted to painkillers. In 1987, David Bowie (another of the famous faces of Pepsi) was accused of sexual assault, forcing the company to immediately withdraw him and the advertising campaign associated with him.

A number of other marketing blunders, such as a Pepsi ad that ridicules a competing Coca brand Cola, actually helping Coca Cola, leads to the fact that Pepsi forever remains a catch-up brand. Pepsi made fun of Coca-Cola's famous Santa Claus polar bears in a hilarious ad campaign that actually helped their rivals.

In May 2012, Pepsi's new Chief Creative Officer, Brad Jackman, was tasked with creating a new global campaign. He spent nine months and over $5 million to figure out:

Coca Cola is timeless unlike Pepsi.

Among marketers, it is believed that in this case the category of products is associated with a low degree of consumer engagement, this is mainly an impulsive purchase with a predominance of very frequent cycles. In this category, brand recall must be maintained at the highest levels. The reason is that it is quite easy to switch consumers. Even a strict follower may choose a competing brand if the favorite is unavailable or easier to find. Customer loyalty in such categories tends to be variable. Yes, there will always be a backbone of consumers who won't switch, but they tend to be in the minority. The key challenge facing brands in this category is to maintain top-of-mind-recal by protecting key consumers, driving brand engagement, and increasing brand loyalty.

There are two ways to do it: the Coca-Cola way and the Pepsi way. .

In my opinion, this cannot be discussed in the context of right or wrong. Both options are successful strategies, both companies are successful in key markets. Pepsi prefers to target the young with design changes. Constantly revise the brand; generate via this high levels recognition with loud advertising. Coca-Cola, on the other hand, uses its iconic brand status to maintain high brand awareness. Coca-Cola can afford to do this because they are the world's leading brand. On the other hand, Pepsi is quite content with its "non-leader" status, which gives it the freedom to experiment. This makes Pepsi a responsive, responsive and modern brand that I think is better suited to new markets.

And yet, as a specialist and follower of Jack Trout, the Coca-Cola approach is closer to me. Coca Cola has its own message, corporate identity and they match the logo; timeless and classic. Pepsi, on the other hand, doesn't. They do not have such a strong key “hook” for their brand that attracts people, there is no clear positioning message for advertising. Everything related to the Pepsi brand just seems to be a collection of random decisions. Random can be big if done right. However, when randomness is not what you're aiming for, then it's just a term, something that people talk about but don't really understand how to perceive you or your product.

If we compare Coca-Cola and Pepsi, in my opinion, the Coca-Cola brand strategy looks more consistent.

Coca-Cola clearly understands the value of keeping its original brand in the cultural tradition of the classic. Pepsi, on the other hand, changes its logo over time in an attempt to follow popular culture. Obviously, both companies have a diametrically opposed vision of the word "tradition" when it comes to logo design. Coca-Cola retains the original logo, classic and nostalgic, able to evoke sentimental associations. On the other hand, Coca-Cola, while remaining classic, deliberately runs compelling advertising campaigns that exploit the ever-changing aspects of popular culture. The result is a brilliant brand strategy that balances the classic and nostalgic with the new and contemporary.

Well, as a consumer, I probably would have chosen Pepsi if the logo had remained the way I loved it, it is the Pepsi identity of the 70s and 80s that is nostalgic and classic for me. I constantly find myself wanting to drink a jar of that very Pepsi. I was a Pepsi addict for many years, but then somehow I quietly switched to Coca-Cola. This was partly due to the fact that the Pepsi brand was blurred for me.

Pepsi-Cola, or Pepsi for short, is a popular non-alcoholic soft drink known throughout the world. In terms of sales, Pepsi-Cola has been Coca-Cola's main competitor for many years. The owner of all rights to the Pepsi brand is the American company PepsiCo.

The history of Pepsi-Cola originates in North Carolina, in New Bern, where it was first made. This was done by the pharmacist Caleb Bradham in 1890. Caleb named his drink "Brad's drink", and in August 1898 he renamed it "Pepsi-Cola". June 16, 1903 - the date of registration of a new trademark - Pepsi-Cola. There is a version that Caleb Bradham formed the name of the drink "Pepsi" from the word dyspepsia.

The rise in the cost of sugar in 1923, which led PepsiCo to bankruptcy, was a consequence of the First World War. The company's assets had to be sold. The second time the company went bankrupt eight years later. In the 1930s, during the depression, PepsiCo was able to successfully attack Coca-Cola in its market positions. 12-ounce bottles of Pepsi were sold at 5 cents, while 6-ounce bottles of Coca-Cola, half the size, were also sold at 5 cents. Coca-Cola was not able to release the drink in a bottle of a different capacity, since the vending machines selling the drink only accepted nickels. In 1939, Pepsi-Cola became especially popular with children.

During the Second World War, Pepsi managed to bypass Royal Crown and Dr. Pepper moved up to number two, followed by Coca-Cola. Pepsi-Cola in the early 50s was 5 times behind the leader. Drink Coca-Cola in 1960 was consumed more often than Pepsi by 2.5 times, and already in 1985 - by 1.5 times.

One of the most important events in the history of Pepsi-Cola was the discovery of its recipe. After the company collapsed in 1923, the formula of the drink lost its secrecy. The need to file bankruptcy forced Caleb Davis Bradham, as the head of the company and the creator of Pepsi, to provide a federal judge with a recipe for syrup and, moreover, to confirm under oath that this information is reliable.

Here's what the syrup recipe looks like in exact translation. Ingredients: 7500 pounds of sugar, water - 1200 gallons, ethyl alcohol - 1/2 gallon, 5 ounces of orange oil, burnt sugar (caramel) - 12 gallons, 58 pounds of phosphoric acid, 12 gallons of lime juice, lemon oil 6 oz., 4 oz. cinnamon oil, 2 oz. nutmeg oil, 1 oz. five-grain oil, and 2 oz. coriander oil. Mix it all for two hours, pre-boil water with sugar.

In 1971, the production of Pepsi in the USSR began, this was facilitated by the meeting between the Chairman of the Council of Ministers of the USSR, who was Alexei Kosygin, and Donald Kendall, the president of PepsiCo. Negotiations of this meeting concerned the possibility of economic cooperation. An agreement within the framework of a trade agreement between the countries of the USSR and the United States was reached in 1972. As a result, the first batch of Pepsi-Cola in the USSR began to be sold in April 1973, and the first construction of plants in the USSR engaged in the production of Pepsi was started in 1974 (the first plant was built in Novorossiysk).

Pepsi is one of the most famous and influential brands in the world with an annual turnover of more than 65 billion US dollars. Few people know that Pepsi, today, is not just a manufacturer of fizzy soda, but also the owner of a huge number of various enterprises that produce drinks, juices, dairy products, snacks, children food.

In the course of writing this article, I was surprised how many other famous brands in Russia work under the wing of this international giant. For me, Pepsi has always been associated with soda. But now I have radically changed my idea of ​​this company and it has become doubly interesting to learn the history of its creation.

Our today's article will be devoted to PepsiCo, the second largest in the world and the largest producer of food and beverages in Russia. Oh, it’s not for nothing that Pythagoras said 2500 years ago that numbers rule the world. We completely agree with him, so here are some important figures from PepsiCo:

• In 2012, Pepsi turned 114 years old.
• 297 thousand people are employees of PepsiCo.
• 12th place in the ranking of the most influential women is general manager PepsiCo Indra Nouri.
• The company produces a wide range of products, including 22 brands.
• Key lines of business of the company are presented in 200 countries of the world.
• $65 billion is PepsiCo's annual sales.

How did PepsiCo, whose history dates back to the 19th century, manage not only to "survive" to the 21st, but also to become the largest company known to the whole world?

They say that success is not a point, but a progressive movement. Let's take a look at the path the company has taken to achieve its goals.

It all started in August of the distant 1898, when Caleb Bradham, a pharmacist from New Bern, came up with a recipe for cola and vanilla nut syrup.

This mixture, according to the inventor, contributed to proper digestion and acted as an enzyme in the gastric juice, pepsin.

However, by 1903, it acquired the familiar name for us "Pepsi-Cola" (hereinafter referred to as Pepsi) and received wide recognition from the masses.

The Pepsi drink was invented 12 years after the birth of its main competitor -.

Note that Pepsi has been competing with its “big brother” all its adult life, not wanting to give up the leader’s place without a fight.

In 1903, Bradham registered the Pepsi-Cola trademark and launched the first advertising campaign. For PR, he invites the popular racing driver Barney Oldfield, from whose mouth we learn that Pepsi is a good stimulant before the race, "a great, refreshing and strengthening drink."

But 20 years later, in 1923, The Pepsi-Cola Company was stranded by rising sugar prices. To file bankruptcy, Bradham has to disclose the recipe for making syrup and confirm the truth of this information in court. The collapse of the company declassified the formula of the drink, and the recipe for Pepsi "sample of the 23rd year" was as follows:

• Sugar: 7500 pounds
• Water: 1200 gallons
• Caramel (burnt sugar): 12 gallons
• Lime juice: 12 gallons
• Phosphoric acid: 58 pounds
• Ethyl alcohol: 0.5 gallon
• Lemon Oil: 6 oz.
• Orange oil: 5 oz.
• Cinnamon oil: 4 oz
• Nutmeg Oil: 2 oz.
• Coriander Oil: 2 oz
• Petitgrain Lemon Oil: 1 oz.

All this economy had to be mixed for two hours in pre-boiled water with sugar. US approximate values: 1 lb = 454 g, 1 gallon = 3.8 liters, 1 ounce = 28.3 g.

The road to success wasn't as sweet as the drink itself. The next owner of Pepsi was unable to get the company back on its feet and the second bankruptcy befell the company in 1931.

It is then bought by Charles Guth, president of the confectionery firm Loft Incorporated. Under his leadership, the company makes a bold marketing move that helped it stay afloat during the Great Depression of the 1930s. Pepsi strikes at Coca-Cola's pricing policy by offering consumers twice as much drink for 5 cents as competitor No. 1 for the same price - 12 ounces to 6.

This action did not hit the wallets of the consumer, but the cola, which had a billion unsold 6-ounce bottles left, was knocked out.

Pepsi Cola is on the road!
Twelve full ounces is a lot!
You pay as before, you get twice.
This is our drink, Pepsi, we are with you!

By the way, 12 ounces is really a lot, in terms of the usual volume units - 360 ml. Thus, Pepsi wins children's love, significantly increasing the army of fans.

During World War II, Pepsi changed the logo to a red and blue circle bisected by a white wavy stripe. This symbol, with the colors of the US flag, paid homage to American soldiers.

In the 40s, Pepsi overtook other popular drinks at the time, such as Royal Crown and Dr. Pepper, and becomes #2 soda after cola. At present, the distribution of forces has remained the same as it was 70 years ago.

However, in some ways Pepsi "jumped" the main competitor. The company is proud to say that Pepsi-Cola became the first Western consumer product in the USSR.

While Coca-Cola was on the other side of the Iron Curtain, Pepsi-Cola Company cut a window into the Soviet Union, and already in 1974 introduced the citizens of the USSR to the legendary soda.

Nikita Sergeevich Khrushchev himself advertised Pepsi! It was like this: In 1959, Donald Kendall, head of the Pepsi-Cola Company's international operations department, comes to the American National Exhibition in Sokolniki.

He fulfills his mission at the exhibition at 100% - he ensures that Khrushchev personally tries signature drink. The journalists did not fail to capture the Soviet leader, in whose hands was a cup with the Pepsi logo.

I do not know if a lifetime monument was erected to Mr. Kendall, but it is certain that in 1963 he becomes president of the company.

The business started in 1959 was completed by negotiations in 1972, where, within the framework of an agreement on bilateral trade between the USSR and the USA, it was decided that plants for the production of Pepsi-Cola were being built in the Soviet Union, and Pepsi would receive the right to import and to distribute Stolichnaya vodka in the USA.

In 1974, the first plant for the production of soda was opened in Novorossiysk, and since 1979, Pepsi glass bottles with labels in Russian appeared in the USSR in large numbers.

However, the success of the company does not end there. In 1962, PepsiCo removed the word "Cola" from the name and got rid of the similarity of the logo spelling, distancing itself as much as possible from the main competitor "".

In 1965, The Pepsi-Cola Company merged with salty snack maker Frito lay. PepsiCo, which changed its name, is born, and in some sources it is 1965 that is listed as the year the company was founded.

In fact, from that moment on, the company ceases to focus only on carbonated water and begins to develop in new directions for itself. And by 1970, PepsiCo's turnover exceeded $1 billion.

As you know, there is no patented recipe for success in the world. Rather, one can single out the various strategies of the company, which, each in its own way, are the lever for switching to success. For PepsiCo, a lot of that leverage is advertising.

Let's forget for a while the saying "a good product does not need advertising", because even he himself respected advertising and admitted that he would give 3 dollars out of 4 available for advertising.

In 1960, PepsiCo enters into partnership with the BBDO agency, the largest and most titled advertising network in the world.

It is BBDO that PepsiCo owes its brightness and originality to.

At this time, PepsiCo strives to present the drink not so much as a mixture of syrup and water, but as a lifestyle and mood. By 1964, this idea takes on a classic look: "You are the Pepsi generation."

Here are a few more examples, recognizing the right for Santa Claus in the winter for Coke (we wrote about this in an article about the company), Pepsi “took into circulation” this grandfather for the summer. So, this New Year's character at a hot beach party orders a Pepsi for himself, justifying himself by saying that he is not at work, but on vacation.

And what is the advertising campaign of the 70s. "Pepsi is challenging"? As a result of a blind test conducted by PepsiCo, it turned out that people prefer Pepsi over Coke 3 out of 5 times. This score of 3:2 is voiced in television advertising, which causes a big stir in the camp of the enemy.

The Coca-Cola Company is changing the recipe for cola, adding more sugar and bringing it closer to the taste of Pepsi. Faithful fans of Coca-Cola immediately stand under the red and white banners to defend the former taste of soda.

This results in a return classic recipe"cola" and the dismissal of all top managers in whose heads the ill-fated idea of ​​​​change came. That's advertising wars for you.

Today, in the CIS countries, Coca-Cola wins mainly, and in Asian countries (India, China), PepsiCo wins. By the way, the Celestial Empire was not without embarrassment. PepsiCo literally translated its advertising slogan "Live with the Pepsi Generation" into Chinese.

As a result, the English version of the soda motto (Come Alive With the Pepsi Generation) for the people of China in their native language sounded somehow unexpected: “Pepsi will make your ancestors rise from the graves.”

In 1984, Wayne Calloway became president of PepsiCo. At this time, the idols of youth, show business and sports stars become the faces of Pepsi. So, PepsiCo signs a contract with Madonna, but breaks it after the release of the scandalous video clip for the song “Like a Prayer”.

PepsiCo invites Michael Jackson himself to cooperate. The Chase video, featuring the King of Pop, was named "the most spectacular in the history of advertising." True, the video itself turned out to be long. But on Youtube, I also managed to find a short Pepsi commercial starring the king of pop.

Not deprived of praise is the story featuring basketball star Shaquille O'Neill, the ad with him in the title role wins prizes at the prestigious Cannes Advertising Festival. As for the advertising budget, PepsiCo also has a record here - a 90-minute video with Britney Spears "tightened" several million dollars and became one of the most expensive in US history.

The public's favorite football player Beckham was also seen in the promotion of Pepsi, and more than once. The 'Not Baekham Day' ad is sure to make you smile:

Thus, PepsiCo showed that advertising is not only an effective tool for promoting a product and a "trade engine", but also a work of art.

PepsiCo is currently led by Indra Nooyi, an Indian-American businesswoman.

During her reign, Indra Nooyi took on the task of expanding PepsiCo's influence outside the US. She is called a brilliant strategist, and Fortune magazine even predicts her career in big politics.

According to Ms. Nooyi herself, it is not only she who helps PepsiCo achieve its goals, but also the whole friendly team of employees and top managers who are not just colleagues at work, but also friends who help both in their profession and in everyday life.

Under Ms. Nooyi's leadership, PepsiCo began expanding its range of healthy food and beverage products. Currently, the Pepsi brand accounts for just over half of revenue, with the rest coming from other ranges.

In general, Indra Nooyi is a very interesting woman and perhaps I will write a separate article about her. During the preparation of this article, I managed to briefly familiarize myself with her statements, and I really liked some of them:

The modern company PepsiCo is a manufacturer of carbonated and non-carbonated soft drinks, snacks, cereal products and cereals.

In 2009, as part of a strategy to expand the range of healthy products, the company acquired more than 75% of the shares of Lebedyansky OJSC, the largest domestic juice producer. The $1.4 billion deal is being described by PepsiCo as one of the best in its history.

Here are the brands included in PepsiCo in Russia:

For me personally, this is a great example of how, starting with one product, you can eventually, after accumulating financial fat, expand your activities to other markets. This is such a corporate example of creating .

The example immediately comes to mind, owning more than 220 companies. Only there he is the main owner, the main shareholder, and Pepsi does not have a pronounced owner and is owned by many shareholders.

PepsiCo keeps up with the times and is focused on development and change. In the ranking of the most innovative enterprises in the world according to Forbes magazine for 2012, PepsiCo is ranked 58th. Note that Coca-Cola is not on this list.

PepsiCo counters change with stability, with its most recent multi-million dollar rebrand dating back to 2011. Among other innovations, the logo was also transformed, which the company has been modifying for about a dozen times.

In its activities, the company is guided by 3 principles - honesty, consistency and fairness. PepsiCo formulates its mission as follows - to become the best manufacturer prepared food and beverages. Whether it will overtake its main competitor, Coca-Cola, time will tell.

And here is how the price of PepsiCo shares changed from 1978 to 2014:

According to this chart, one can judge the periods of growth and decline of the company, since any negative and positive moments in the company are immediately reflected in the value of the shares.

At the time of this writing, PepsiCo common stock is valued at $81.40. In my opinion, it is profitable to invest in the shares of this company in the long term.

If you had invested in the shares of this brand 20 years ago, in February 1984, then the amount of your investment would have grown 40 times! $1,000 would be $40,000 now, not counting the dividends the company pays annually.

In the short term, due to the unclear situation in the global financial markets, the future of your investment in Pepsi is very vague. However, this applies not only to investments in Pepsi, but also in any other company.

Pepsi has huge financial assets that it will likely continue to use to capture new markets and expand existing ones.

Food and drinks are something that will always be relevant, even in times of crisis. Therefore, the value of the assets of this company will always increase. Although, to be honest, I like Coca-Cola marketing more. He's more aggressive.

But if we evaluate taste qualities data trademarks, then here I give my vote to Pepsi. And although I try to drink less carbonated drinks in order to improve my health, but about once every 1-2 months I allow myself to drink a can of Pepsi.

This is where my review ends, and in conclusion, I suggest you watch another cool commercial for this company:

American pharmacist Caleb Bradham from New Bern. The composition of the soda, which he called "Brad's Drink" (Brad's Drink), included pepsin and kola nut extract. He also attributed healing properties to soda and assured that pepsin aided digestion. The usual name "Pepsi-Cola" received in 1903. In 1964, Pepsi introduced a diet soda.

On August 24-25, 1978, in Sosnovka, in the palace of Alexander III, the president of the Pepsi-Cola company, Dr. Hammer, and his wife stayed. He came to the opening of a bottling shop in Evpatoria.

On February 6, 1981, the production of Pepsi-Cola was launched in Novosibirsk.

In 1986, Pepsi became a sponsor of the Goodwill Games.

In 1988, Pepsi placed the first commercial in the history of Soviet television.

Pepsi in Russia

Opening of Pepsi bottling plants in Russian cities:

In popular culture

Literature

The first sip completely stunned him, stunned him to such an extent that he half-reclined for some time, leaning against a stone, and his eyes were so wide open, so motionless and so full of reflected light, that any passer-by would undoubtedly take him for a dead man. Then he began to drink greedily, holding the glass with both hands, almost not noticing the rotten, throbbing pain in his crippled fingers - he was so shocked by the taste of the drink. "Sweet! Gods, so sweet! Such sweetness! Such…”

Music

"Pepsi" in Russian-language music:

Cinema

The mention of a drink, bottles, cans or advertising streamers can be seen or heard in such films and cartoons as: “End vacation”, “Needle”, “Back to future”, “Vacation in Prostokvashino”, “Interception”, “Kon-Tiki ", etc. In the 1979 Soviet film "Foam" (directed by A. Stefanovich, script by S. Mikhalkov), the character Poludushkin (Rolan Bykov) brings Makhonin (Anatoly Papanov) a box of Pepsi-Cola, which Makhonin loves in the story . The very name of the film "Foam" has a certain allusion to the foam of "Pepsi-Cola".

Health impact

The press often raises questions about whether the use of Pepsi-Cola is completely safe for health and whether this drink can be a complete element of the diet of a healthy person. No specific negative effect of Pepsi-Cola on the body has been officially established; The effect of the drink on health does not differ from that for similar products:

• it is not recommended to drink highly carbonated drinks to persons suffering from diseases of the gastrointestinal tract, in particular, acute and chronic gastritis, including those accompanied by increased gastric secretion, peptic ulcer of the stomach and duodenum, disorders of the biliary tract, diseases of the pancreas and other pathological processes;
• carbonated water causes indigestion and can lead to pancreatitis if consumed continuously.
• excessive intake of phosphoric acid in the body can cause calcium deficiency and urolithiasis;
• with prolonged use of Pepsi-Cola, an allergy to its components (including urticaria) may appear, which lasts up to 4 weeks, as it is aggravated by the lack of the necessary calcium in the body.

In January 2011, 4-methylimidazole, found in caramel coloring, was listed as a possible carcinogen in California, indicating that 16 micrograms per day of the substance was of no significant hazard. The indicated amount of the substance is much less than the average intake of the body when consuming Pepsi. The food industry opposed the decision, pointing out the need for additional warnings on many products, and also questioned the validity of these data.

In March 2012, Coca-Cola and Pepsi announced changes in the production of caramel colors: in order to comply with the new California standards, drinks sold in California already meet the new requirements. As of March 2012, the method of making caramel colors used in Europe has not been changed, the content of 4-methylimidazole remains at the same level.

Possible composition of the drink

The original recipe for Pepsi-Cola, brought to court in the United States when the company filed for bankruptcy in 1923.

If you convert to the metric system, it will be something like this:

Stir for 2 hours, boil water with sugar beforehand.

Petitgrain Lemon Oil is obtained from the leaves and twigs of the lemon tree. The drink originally contained the enzyme pepsin, which aids in digestion. Like Coca-Cola, Pepsi was first sold with still water, and probably contained gum arabic as an emulsifier.

In advertising

• - "You pay as before, you get twice" (Eng. "Twice as Much for a Nickel"). Full text of the song:

Pepsi Cola is on the road!
Twelve full ounces is a lot.
You pay as before, you get twice.
This is our drink, Pepsi, we are with you.

• 1950 - "More Bounce to the Ounce"
• 1958 - "Be Sociable" (Eng. "Be Sociable, Have a Pepsi")
• 1961 - “Pepsi is for those who think young” (eng. "Now It's Pepsi for Those Who Think Young")
• 1964 - "Rise up, you're in the Pepsi generation" (Eng. "Come Alive, You're in the Pepsi Generation")
• 1967 - "The taste that wins over other drinks, the taste of Pepsi" (eng. "(Taste that beats the others cold) Pepsi Pours It On")
• 1969 - "You have a lot to live, Pepsi has a lot to offer" (Eng. "You've Got a Lot to Live, Pepsi's Got a Lot to Give")
• 1973 - English. "Join the Pepsi people"
• 1975 - “Happy day with Pepsi” (eng. “Have a Pepsi day”)
• 1979 - “Catch the spirit of Pepsi” (eng. “Catch that Pepsi spirit”)
• 1981 - "Pepsi's got your taste for life"
• 1983 - "Pepsi Now!" (eng. "Pepsi's Now!")
• 1984 - "The new generation chooses Pepsi" (Eng. "The Choice of a New Generation")
• 1991 - "Gotta Have It"
• 1995 - "Nothing else - it's Pepsi." (English "Nothing Else is a Pepsi")
• 1999 - "Take everything from life" / "Enjoying Cola" (eng. "Ask for More" / "The Joy of Cola")
• 2003 - "Real Cola" / "Decide on More" (eng. "It's the Cola" / "Dare for More")
• 2007 - "Feel happier" (English "More happy")
• 2007 - “Open. Live. Create"
• 2010 - "Everything is just beginning"
• 2011 - "Live in big sips"
• 2012 - "With Pepsi here and now"
• 2013 - “With Pepsi here and now. Live here and now"
• 2014 - "Live here and now"
• 2015 - “Accept the challenge of Pepsi. Live here and now"

Pepsi is widely known for its commercials. The Pepsi commercial featured:

Andrey Arshavin, Band'Eros group, Animals group, Dmitry Sychev, Disco Avaria group, Decl, Alexander Mostovoy,