Pepsi & Coke: A Take On Celebrity Endorsement Strategy

Pepsi and coke have always been competing neck to neck everywhere and they follow entirely different strategy to gain more and more market. They follow an all together different strategy when it comes even to the celebrity endorsement. Celebrity endorsement is very necessary when it comes to India as people are a great fan of these people and they try to use all the products which celebrity are seen using.

 

Looking at Pepsi they continuously change the person whom they endorse for the promotion of their brand. They company started by using Amir Khan and Aishwarya Rai as the promoter in 1994iand they changed to Sachin Tendulkar and then to Saif Ali Khan, Kareena Kapoor and SHarukh Khan. Then they used Sharakh Khan and Jhon and now they finally moved to Deepika and Ranbir for promotion. There has been a continuous change in the celebrity from time to time and company always goes for a change. The reason for the change is not that celebrity looses  popularity the reason for change is that when the celebrity becomes too popular that instead of associating the brand with celebrity they start knowing the rand by celebrity they go for a change. They don’t want their brand to be known by just celebrity in fact celebrity should be associated with the brand.

Few Ad By Pepsi:

If on other hand we look at coke they have used Amir Khan as their celebrity and its been a a constant time over which they are using him. The company follows a clear strategy of using a single person for promotion of their brand who has a unique popularity and we see that coke used both Amir Khan and Aishwarya Rai for their ad campaign. Still we find Amir as their main celebrity endorsement who does ad for the company.