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To Win Ad War With Pepsi, Coca-Cola Becomes Self-Conscious
Soft drink giants The Coca-Cola Company (NYSE:KO) and PepsiCo (NYSE:PEP) both announced new ad campaigns recently. Their strategies though could not be more different. Pepsi went the traditional route signing an American superstar Beyoncé to a reported $50 million deal to promote its signature soft drink. Coke on the other hand did something utterly unexpected releasing attention-grabbing ads that address the link between soft drinks and obesity. But the real surprise is that Pepsi’s campaign has garnered a critical backlash while Coke could be reaping benefits by more openly courting controversy. At first glance it might look like Coca-Cola ...
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