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Pepsi ads often focused on celebrities choosing Pepsi over Coke, supporting Pepsi's positioning as "The Choice of a New Generation." Pepsi generation was created focusing on the user of the drink,never the drink. Coke always focused on the drink. Pepsi focused on the person using it. They showed people riding dirt bikes, waterskiing, or kite flying, hang gliding — doing different things. And atthe end of it there would always be a Pepsi as a reward. This all happened when color television was first coming in. They were the first company to do lifestyle marketing. The first and thelongest-running lifestyle campaign was and still is Pepsi. In 1975, Pepsi began showing people doing blind taste tests called Pepsi Challenge in which they preferred one product over the other, and then theybegan hiring more and more popular spokespersons to promote their products. In their hope to win the Cola Wars a Concorde was painted blue with PEPSI written across it in white lettering. In the late1990s, Pepsi launched its most successful long-term strategy of the Cola Wars, Pepsi Stuff. Consumers were invited to "Drink Pepsi, Get Stuff" and collect Pepsi Points on billions of packages and cups.They could redeem the points for free Pepsi lifestyle merchandise. After researching and testing the program for over two years to ensure that it resonated with consumers, Pepsi launched Pepsi Stuff,which was an instant success. Tens of millions of consumers participated. Pepsi outperformed Coke during the summer of the Atlanta Olympics - held in Coke's hometown - where Coke was a lead sponsorof the Games. Due to its success, the program was expanded to include Mountain Dew, and into Pepsi's international markets worldwide. The company continued to run the program for many years,continually innovating with new features each year.[1]
The Pepsi Stuff promotion became the subject of a lawsuit. In one of the many commercials, Pepsi showed a young man in the cockpit of a Harrier Jump...