Pepsi Max Takes Shot at Coke Zero

Pepsi Max, the zero calorie sister (I guess) to my beloved Diet Pepsi has brought back the soda wars with taking a shot at Coke Zero in their latest TV ads.  Coke Zero has pretty much dominated the US in the zero calorie market since its inception in 2005 where Pepsi Max found success in Europe.  We were first introduced to the cola wars in 1995 when during SuperBowl XXIX Pepsi aired the”Diner” commercial where a Coke driver and a Pepsi driver are away from home and not only share photos of the kids, but each others’ brand.  In the end, the Coke driver refuses to give up the Pepsi and a fight erupts.

1995 Cola Wars

The Evolution of Soda

Soda, a cold caffeinated beverage that people could not get enough of. The glass bottles that were served at the diner or available at the corner store were a treat. Even when they became available at home, they were still a family treat to enjoy. Sugar and caffeine, a parents nightmare until diet soda. Forget the the sugar and calorie laden soft drink as their is was an alternative to the sugar and the added pounds and wired kids. This created a war between Diet Coke and Diet Pepsi. While the sugar was substituted and that reduced the calories, the caffeine and wired kids but awake adults who saw soda was an alternative to coffee in the afternoon was a sales booster. Counting calories is still “in” but we have gotten away from a “diet” and moved onto the more hip and accepted “zero” calorie. In order to remain competitive and garner more of a market share Pepsi has renewed their commitment to now what is is the zero calorie war.

Same Concept, New Product

The similarities are extensive especially with the Coke driver from 1995 now owning the Diner, the Pepsi Max being the prevailing brand as to taste and the fight erupting outside the diner. The spot performed very well for PepsiCo and bringing it back is not necessarily a bad thing, especially with the reference to YouTube from an iphone, but is it hip enough? I do not think so.  A check-in maybe would have grabbed a chuckle or two and shown a bit more of the times but that in essence does nothing for Pepsi. Paying back to the diner though would have had a bit more of a buzz.

In the end a campaign of this nature is to introduce and entice. Will people switch from Coke Zero to Pepsi Max from this spot? Some will sure but is it enough to even make a dent into the dominance of Coke Zero in the marketplace? I do not think so.

Me … nah, I will stick with my Diet Pepsi as 20 years together is a long time.

photo credit: The Christian Science Monitor