Marketing
From 2013 and for 3
consecutive years, Pepsi with the help of it's partner "Chipsy" adopted the nostalgia in their marketing campaigns.
Nostalgia means sentimentality for a period with happy personal association.
With Pepsi introducing the first nostalgia marketing campaign involving past
Egyptian TV characters “Bogy & Tamtam”, “Nelly”, “Fatota” and the biggest
surprise “Fouad Al-Mohandas” a famous Egyptian actor who died in 2006. The
campaign created a huge buzz in the society and was touching to almost every
Egyptian especially those who were contemporary with those characters.
In 2014, Pepsi introduced “Yalla Nekamel Lametna” with nearly the same previous campaign idea
but with different characters including “Abo-auf Band” and “Motzawegon” stage
act stars. Once again Pepsi was successful in creating nostalgia to the people.
Continuing
their strategy in 2015, introducing one of the most touching marketing ads
“Khoyot men noor” starring the famous singer “Hussein Al-jassimi”, famous
current celebrities and a surprise from Pepsi to remind Egyptians about the
famous actor “Ahmed Zaki”.
With these
campaigns, Pepsi added to their brand value in Egypt, capturing sights to its
products and making it must to choose Pepsi when you stand alongside a soft
drink refrigerator in the supermarket. Pepsi knows well that Egyptians are emotional and using
nostalgia is the right choice to be more memorable in the heads of Egyptians.
How do you think Coca-Cola
reacted to each campaign? What is Pepsi up to in Ramadan 2016?
What is Pepsi Egypt preparing for Ramadan 2016? Will they be using the same strategy?
Since Ramadan is knocking the door
and few days are left in the countdown to the most important month for
Egyptians. In a market rich with millions of citizens, brands compete fiercely
in the market during this month especially the production companies. However,
there is one battle that not only marketers wait for but also the Egyptian
society, the battle between Coca-Cola and Pepsi during Ramadan.
Throughout the previous years, both
companies introduced astonishing campaigns during Ramadan with a variety of
marketing strategies to benefit the most from this special occasion. In this
article, we are going to analyze Pepsi and their strategy throughout previous
Ramadan’s.
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