A Sheep in Wolf’s Clothing
February 14th, 2007 by Chief NutArguably, one of the longest standing, hardest hitting, most brutal of all brand battles; Coke vs. Pepsi.
Coke: Generations of brand power. Tapping into the “Innocent” or “Angel” archetype, we’ve all enjoyed a lifetime of wonderfully warm and fuzzy ‘feel good’ advertising that dips into a deep sense of nostalgia (overlooking that whole New Coke debaucle, of course). Take a look at this fabulous example of Coke in it’s hay day if you need a reminder of why Coke is the powerhouse brand that it is.
Pepsi: Laser focus on the “Jester” or “Trickster” archetype allows this brand to be funky, wacky, funny, playful, bold and brazen. Take a look at an older Jimmy Fallon commercial, as well as the new pinball campaign. It doesn’t get any more “jester” than that!
OK, NOW take a look at THIS commercial and tell me who you think it should be? Wild car rides, edgy CG effects, guys in leather jackets, chaotic action. The lyrics “…you give a little love and it all comes back to you” could be seen as a continuation of brand history, but the overall effect is just too close to the Pepsi brand.
I hope they don’t decide to call it “Newer New Coke.”
