Creative strategy of cola soft drinks (CoCa-CoLa & Pepsi) employed in television commercials airing in Thailand between 1982-1997

Abstract

The objective of this study is aimed to identify creative strategies of Coca-Cola and Pepsi television commercials airing in Thailand between 1982-1997. The main methodology is the content analysis of individual television commercials, analysis from advertising experts, published documentaries such as journal, news, report, and other related documents, which emphasize advertising campaign of both Cola brands. The finding reveals that throughout 15 years Coca-Cola positions itself as a caring friend who always provides happiness and refreshment as well as truly concerns about social contribution. While Pepsi elaborately promotes the positioning of being an innovative and energetic beverage for young modernized people who live an ultimate trendy lifestyles. As Cola soft drink is a generic product, there are three creative strategies which both Coca-Cola and Pepsi significantly occupy to distinguish itself, the brand image strategy, the product positioning strategy, and the resonance strategy. Both Coca brands frequently employ emotional advertising appeal with global creative source. But Coca-Cola regularly engages the vignettes creative execution style, while Pepsi commonly emphasizes celebrities creative execution style. Furthermore, to efficiently strengthen brand positioning, both Cola brands usually employ consistent creative strategies throughout 15 years. When steady creative strategies are reinforced, greater opportunity for consumers to clearly understand what the brands are trying to convey is enhanced. However the efficient integrae communication plan is essential for both brands to successfully captivate prospect consumers.