Feb 1, 2013

The Coke vs Pepsi challenge

Many years ago Pepsico’s Tropicana converted the gable-top milk carton into a juice container, instantly transferring freshness and health values to their brand. By now they’ve got the appearance of fresh-looking fruit down to a fine art. Perhaps a bit too fine for today’s authenticity-seeking consumer, but it’s still a class act.

Meanwhile Coke entered the market by buying innocent, a brand that’s busy making an almost seamless transition from niche ‘little guy’ to big (but still loveable) player. Its carafe packaging provides standout and a metaphor for classy, bygone breakfast rituals, and like its big cola brother it doesn’t bother to tempt our taste buds – just pure and simple branding.