Pepsi borrows Coke’s polar bears for latest ad ‘war’

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Pepsi is bidding to steal a march over its arch rival with a series of new ads featuring polar bears and Santa Claus – mainstays of Coca-Cola’s festive advertising.

New ads – which have been screened in the US and can be seen online – show polar bears choosing Pepsi over Coke. Santa Claus also reveals his preference for Pepsi in a separate ad.

“Like many wars, there are moments of truce and moments of war,” PepsiCo’s Massimo d’Amore told the Financial Times. “Consumers like the healthy competition and we felt this was the right time to have another episode.”

But critics said the tactics were “classic number two behaviour”. Coca-Cola publishes its latest quarterly sales figures this afternoon.

Read more
Saturday Essay: A healthier future will be better for business (2 July 2011)
Max performance powers a standout year for Pepsi sales (30 April 2011)
Focus On Soft Drinks (30 April 2011)

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