The Real [Diet] Thing

The Wall Street Journal
"Diet Coke Wins Battle in Cola Wars"
By Mike Esterl

Ever since I can remember, there has always been that question, "Coke or Pepsi?" Just like one's allegiance  to a particular sports team, each has a preference when quenching thirst with a nice "cola" or "soda" or "pop." Well as of last week, the Coke empire reigns as Diet Coke takes the number two spot leaving Pepsi with the bronze. 


Usually, people talk about Coke versus Pepsi, but now could it be Coke versus Diet Coke? The annual report that was released just a few days ago shows that Diet Coke has stepped up into the running. For carbonated beverages as a whole, the market share is decreasing. I guess more and more people are taking parting with their "pop" for a healthier alternative. Because of this, the cola companies are competing even more for the market that still stands. 


This is the first time that Coke and Pepsi have not been #1 and #2 or vice-versa. Beverage Digest, the publication that released this information, says that the signs for this change in standings were very clear. They say this directly relates to marketing strategies. 


PepsiCo launched a new marketing strategy in 2010. It did not use spots during the Super Bowl last year, which was seen a taking a big risk. Instead, the company started its "Refresh Project." This is an online marketing project but is also an "online charitable-giving program" that served as a hub for giving $20 million "for refreshing ideas that change the world." The company stands behind the project, saying it will boost the company in the long run, for there were 87 million votes casts on the "Refresh Project" site. 


On the other hand, Coca-Cola was increased its television marketing portfolio through its return to the Super Bowl madness. It has made an appearance during the last five Super Bowl games after being away from the big game for nine years. It has also pitched Diet Coke ads during the Academy Awards. These two were great moves for Coca-Cola, for the Super Bowl and the Academy Awards bring in the record viewer numbers each year. 


While continuing the online tactics, Pepsi is going to be making a return to the TV screen with the premier of "The X Factor," Simon Cowell's new singing competition show. This show will be competing against "American Idol," who claims Coca-Cola as sponsor. Also, even though the original Pepsi did not appear during last year's or this year's Super Bowl, PepsiCo did run a spot during this year's big game for Pepsi Max. This new drink is competing against Coca-Cola's Coke Zero. From what I can see by watching friends, Coke Zero beats Pepsi Max every time. 


Who knows what will happen this year between these two soda companies, but we know billions will be spent to reach the consumers. For now, Coca-Cola is classic. It's the real thing.