Development History

Pepsi-Cola was first created in the 1890s by a pharmacist named Caleb Bradham in Northern California. Made from protease (pepsin) and kola nut. The drug was originally used to treat gastric diseases and was later named "Pepsi" and registered as a trademark on June 16, 1903. It is a carbonated drink launched by PepsiCo in the United States and is the main competitor of Coca-Cola. After seventeen years of success, Bradham believed that the price of sugar would rise sharply, and gradually used a lot of assets to purchase sugar. But Pepsi-Cola

The opposite happened. Sugar prices did not rise, but fell. As a result, a lot of wealth evaporated. His Pepsi-Cola declared bankruptcy in 1923. By 1931, Pepsi-Cola was acquired by Charles G. Guth, chairman of the Loft Candy Company, allowing it to reappear on the market. In 1940, Pepsi-Cola launched a national advertisement. Its advertising theme "Nickel Nickel" was quite popular and was translated into 55 different languages. Pepsi-Cola sells it in reused bottles and has achieved great results and is cheaper than Coca-Cola. Therefore, it has been described as a "drink for the lower class". In the United States, it is regarded as a drink for black people, and in Canada, it is said to be a drink for French people. In order to reform its image, PepsiCo launched a massive advertising campaign in the 1950s and hired many celebrities as product spokespersons, making its sales close to those of Coca-Cola, but in the end it did not surpass them. In the 1960s, Pepsi began to change its strategy and use young people as its selling point. In 1964, Pepsi-Cola began launching a sugar-free diet version. In the 1980s, the competition between Pepsi and Coca-Cola became more intense. Pepsi launched a series of advertisements with a challenge theme, which caused the sales of its competitors to decline. Coca-Cola was not to be outdone and launched an advertisement with the theme of "New Coke".

Brand Concept

The concept of the Pepsi brand is "Infinite Desire", advocating a positive and enterprising attitude towards life among young people, implying that Pepsi-Cola

is the best choice for young people , there is infinite space for opportunities and ideals, and they can indulge in their imagination and pursuit.