There have been some interesting stories featured this week in The New York Times and Marketing Week, both featuring popular soft drink brands, both presenting two different branding scenarios. Scenario one; Coca-Cola’s new ‘retro’ campaign increases profits and brand equity. Scenario two; PepsiCo and Frito-Lay might be in trouble with the Federal Trade Commission for ‘deceptive digital marketing practices targeted at adolescents.’
Scenario One; Coca-Cola Goes Retro
So far, it’s been a great anniversary year for Coca-Cola. For the brand’s 125 anniversary, they have not only gone retro, but focused more on incorporating music into their over marketing platform.