Evolution of Pepsi and Bench
“Does everyone admire a winner?” (Hawkins 50) In the social life of high school students, being popular is a must. Given the reputation of popular students as the “kings and queens” of high school, most average students think of ways to become part of that group. Once these average students start to gain popularity, they overthrow the popular students so that they can take their place on “top” which angers the popular students. The two groups compete with each other for high school’s “top of the food chain.” In the business world, companies too become competitive to gain more profit through creatively advertising their products to the public. Companies have to adhere to the target markets’ cultures to create an advertisement that will be more attractive than those of their rivals and allure consumers in different countries to buy their product. This will give the company a chance to expand their boundaries and gain more money and fame. Sometimes companies juxtapose and mock their rivals’ products by displaying comparative ads just to be number one. Pepsi and Bench are two of the brands that used these strategies in advertising to help them grow in the business world. They worked hard and intelligently advertised their products through the use of other advertising strategies to get to where they are now. Companies in the Philippines should adapt the advertising strategies of Pepsi and Bench to help them grow into iconic brands. In 1894, Caleb Bradham, a pharmacist from North Carolina, invented a cola drink that included pepsin and sold it to mitigate indigestion naming it “Brad’s Drink”. After four years, the cola drink became popular with its new name “Pepsi-Cola” and became Coke’s opponent. Coke, the number one cola drink, realized that it was competing with a strong opponent (Pendergrast 188). Just like the previous analogy, Pepsi and Coke battled against each other through advertisements to attract consumers. Since Coke was on the market before Pepsi,