Feature

Brand Slam: Coca-Cola vs. Pepsi Max

Coca-Cola and Pepsi have been pretty active when it comes to experiential marketing this year, so in this month's Brand Slam we take a look at the two soft drinks brands' strategies.

We put Coca-Cola against Pepsi Max in our latest Brand Slam
We put Coca-Cola against Pepsi Max in our latest Brand Slam

Coca-Cola

Event structure:

Coca-Cola has worked with Tribe Marketing on its activations for a number of years. Earlier this year Tribe partnered with Brussels-based agency Square Melon to create new agency Playmaker - which would continue the work of the two existing agencies.

Social footprint:

The brand has 125,000 followers on Twitter through the recently revamped @CocaCola_GB, while its Coca-Cola Facebook page has close to 95 million likes. It also has 244,000 followers on Instagram.

Recent campaigns:

In August this year the soft drinks brand activated within a number of London train stations with a Twitter-powered vending machine that distributed free-shirts. Commuters were asked to tweet their favourite variety of Coca-Cola, alongside the hashtag #ChooseHappiness, resulting in the machine dispensing a t-shirt in the matching the colour of the chosen drink.

Earlier in the year the brand celebrated the 100th anniversary of its Contour bottle with a pop-up bar in London’s Soho. It transported visitors back to 1915, with the inside of the bar decorated with historic artwork, and entertainment taking place over a three-day period.

Latest campaign:

Its eagerly-anticipated Christmas truck tour kicked off last month, and will visit a total of 46 locations before Christmas. Beginning at Inverness Retail Park on 20 November, the festive tour will travel the UK making its final stop at London’s Leicester Square on 23 December. Visitors have the chance to take a selfie and enjoy a complimentary beverage, with festive music played at each stop.

Pepsi Max

Event structure:

Pepsi Max has recently worked with agencies including AMV, RPM and The Robin Collective.

Social footprint:

Pepsi Max has 81,800 followers of its @PepsiMAX Twitter handle, while its Facebook page has close to 1.2 million likes.

Recent campaigns:

In March this year Pepsi Max partnered with The Robin Collective to launch the ‘Cherry Rooms’ sensory experience  -  a four-day pop-up in Shoreditch where visitors were taken on a gastronomical adventure through four different rooms, including a Pepsi Max Cherry rain room. Pepsi Max was also active on the festival scene this summer, bringing a ‘One Hour Entourage’ experience to the Electric Daisy Carnival in Milton Keynes in July.

Latest campaign:

The brand really took advantage of all the activity around Future Day - the day Marty McFly travels forward to in Back to the Future II. It teamed up with Universal Pictures and Empire Cinemas to host an immersive screening of the film, complete with a replica of the Cafe ‘80s scene that featured a futuristic Pepsi dispensing machine. Other Back to the Future activity included a link-up with Uber to offer rides in a DeLorean - the time travelling car in the film.

Event says…

Although Coca-Cola consistently creates crowd-pleasing activations, we feel Pepsi Max has the edge when it comes to doing something a bit different.

Comment below to let us know what you think.

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