New Battle of the Soft Drinks: #SayItWithPepsi vs. #ShareaCoke

NATIONAL REPORT — Tapping into consumer demand for uniqueness and customization, soft drink companies are unveiling global packaging changes just in time to quench thirsts this summer.

Here is what’s on tap from two of the top contenders in the carbonated soft drinks arena: 

PepsiCo Inc.

Purchase, N.Y.-based PepsiCo is bringing emojis offline in unexpected ways by expanding its global PepsiMoji campaign, inviting fans across the United States to #SayItWithPepsi this summer.

"Pepsi is bringing a completely fun, fresh and shareable way for fans to express their emotions, as the brand brings emojis into the world like never before," said Chad Stubbs, vice president of marketing, Pepsi. "From unique, five-second TV ads to an interactive Times Square billboard, to nearly half a billion PepsiMoji bottles across Pepsi, Diet Pepsi and Pepsi MAX hitting retail shelves, everyone will want to #SayItWithPepsi this summer."

Available now in the U.S., Pepsi, Diet Pepsi and Pepsi MAX features a variety of PepsiMoji designs on 20-ounce bottles, select bottle multipacks, and fountain cups.

With hundreds of proprietary PepsiMoji characters created by the PepsiCo Design & Innovation Center, fans can pick from a variety of themes, including food, sports, travel, music and more. The PepsiMoji catalogue is available for consumers to download for free on the Apple App and Google Play stores.

To support the new campaign, Pepsi is releasing an innovative and first-of-its-kind series of more than 100 five-second TV ads on May 16 to showcase the wide variety of witty PepsiMoji characters.

Throughout 2016, PepsiMoji will also appear in a variety of ways:

• An interactive billboard in Times Square in New York City, running June 6-20; 
• An activation at MLB All-Star Week, from July 8-12 in San Diego;
• An additional release of PepsiMoji designs online and on bottles;
• A custom #SayItWithPepsi Snapchat integration to celebrate World Emoji Day on July 17; and
• A concept store featuring custom PepsiMoji merchandise, like apparel and tabletop essentials. 
   

The Coca-Cola Co.

In a move to extend its “One Brand” global marketing strategy to packaging, Atlanta-based The Coca-Cola Co. has launched new graphics that use one visual identity system featuring Coca-Cola Red as a unifying color across the trademark.

The Red Disc, the signature element of the new “Taste the Feeling” global creative campaign which launched in January, is now displayed prominently on packaging. To further underscore the company’s commitment to provide choice, a signature color is featured to identify each product: black for Zero, silver for Light/Diet, and green for Life. 

The new graphics also include unique product names and benefits on front of the pack to help consumers make an informed choice:

• Coca-Cola Original Taste (or Classic in select markets);
• Coca-Cola Light/Diet, which has a crisp taste and zero calories;
• Coca-Cola Zero, with zero sugar; and
• Coca-Cola Life, with less sugar using Stevia leaf extract.

“Packaging is our most visible and valuable asset,” said Marcos de Quinto, chief marketing officer, The Coca-Cola Co. “The Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment. By applying it to our packaging in such a bold way, we are taking the next step toward full adoption of the ‘One Brand’ strategy, uniting the Coca-Cola family under one visual identity and making it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine.”

In support of the “One Brand” strategy, The Coca-Cola Co. unveiled “Taste the Feeling,” which is present in 195 markets and includes 12 TV commercials, more than 100 campaign images, a music anthem and audio signature. 

This summer, in addition to the "One Brand" packaging, the company's successful “Share a Coke” program will return on packages of Coca-Cola, Diet Coke, Zero Coke and Coca-Cola Life. But this time, the packages will feature an array of song lyrics from recent chart-toppers, classic hits and traditional favorites as part of the new “Share a Coke and a Song” campaign.

“Song lyrics strike an emotional chord in people, capturing what we are feeling while helping us express what we want to say,” said Joe Belliotti, head of global music marketing, Coca-Cola North America. “We’re setting the summer to music to inspire and connect fans through the special moments that are created when they share a Coke.”

The debut collection of Share a Coke and a Song packaging features song lyrics spanning a range of sentiments from the feeling of falling in love, celebrating victory, moments of friendship, flirtation, sass, motivation, patriotism, to lyrics from the iconic Coca-Cola and Diet Coke ads. The lyrical packaging will be available all summer, while supplies last, on 8-ounce glass bottles, 7.5-ounce mini cans, 20-ounce bottles, 1.25- and 2-liter bottles, and 12-ounce cans.

“During the past two years, we have seen incredible enthusiasm from people who loved the personal touch of our ‘Share a Coke’ campaign and invited our brand into their lives,” said Racquel Harris Mason, vice president, Coca-Cola/Coke Zero, Coca-Cola North America. “Evolving the campaign from providing individual names to now expressing the limitless sentiments that music lyrics communicate is our way of celebrating that excitement and inviting fans to continue to celebrate special moments in new ways over an ice-cold Coca-Cola.”

Consumers can tap into a digital experience by using the Shazam mobile app to scan the lyric on specially marked Share a Coke 20-ounce bottles and signage to record a digital lip-sync video and share their creation on social media using the hashtag #ShareaCoke. The program is also being supported through a nationwide advertising and marketing campaign, including a suite of music-themed TV commercials, cinema ads, social and digital engagement, and a summer-long experiential tour making stops at major music events throughout the country.