Pepsi out-performs Coca-Cola at 2008 Beijing Olympics
Apparently being an official sponsor doesn’t mean you’re a shoe-in for a memorable brand footprint! Just released – 60% of respondents surveyed in China thought that Pepsi was the official drink of the Olympics. Too bad Coca-Cola shelled out all that money to secure their sponsorship!
Pepsi has taken advantage of this with its ‘Everyone can be on the can for China’ campaign , which involved a user-generated content competition. It made no mention of the Olympics, but clearly sought to ride on the attendant wave of nationalism and optimism . According to research by CMR Group conducted in 10 Chinese cities, 60% of respondents thought that Pepsi was the official drink of the Olympics, with only 40% naming the actual sponsor, Coca-Cola . The reason , CMR’s Rein suggests, is that Pepsi was seen as having better marketing campaigns. [source]
I wonder if last years Pepsi campaign where they turned the cans red had anything to do with this?
Comments
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Time September 29, 2009 at 5:13 am
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Comment from Summer Jobs For Teenagers
Time April 25, 2011 at 10:47 am
Nice posting. Thanks for share.
Comment from Luis
Time August 29, 2008 at 6:22 pm
Would make for a good story if the olympics wouldve happened in April when this research was done and not in August when the games actually happened. All the latest reports including Nielsen, R3, etc show an overwhelming victory of Coke even over local brands.. I think you need to check your facts on this one.