In 1998, after more than ten years of training, Wahaha felt that it had grown rich and had the conditions to compete with world-class brands. After more than two years of careful development, it launched its own Coke - Wahaha very Coke, which took the initiative to shoulder the banner of national industrial challenges to international brands in the beverage industry.

Since its production, Very Cola has emerged in a new force. In 2003, the production and sales volume has reached 620,000 tons, forming a three-legged stalemate with Coca-Cola and Pepsi, breaking the prophecy of some people when Very Cola was launched on the market that "very Cola must die" and "very Cola is ridiculous", and also breaking the myth of Coca-Cola's invincibility.

However, Jiang Feng always believes that Coke's positioning has always been to play the patriotic card and emphasizes localization. Such a publicity strategy is a bit petty.

Moreover, whether it admits it or not, Chinese people generally believe that foreign goods are better than local goods, but some are very strong, which manifests itself as admiring foreign countries; some are subconsciously expressed. Although the taste of Coke is not much worse than that of Coca-Cola and Pepsi, people just like to drink Coca-Cola and Pepsi, but they are disdainful of Coke. Although since last year, Wahaha began to expand its publicity in cities, the sales direction of Coke is mainly based on the rural market, and there is no one in big cities to care about it.

Among them, in addition to the consumer psychology that people subconsciously believe that drinking foreign cola is more fashionable than local cola, what is more important is that the positioning of very cola has a big problem. Because the consumer group of cola is young, and for young people today, fashion, personality, and self are the most acceptable views by young people, but from this point of view, very cola is indeed a little bit rustic.

In fact, for most people, Coke is just a carbonated beverage and has little culture. But why is it also an extremely ordinary carbonated beverage? Some consumers only drink Coca-Cola and Pepsi but are unwilling to drink very Coke? The key to the problem lies in Coca-Cola. In the process of more than a hundred years of market cultivation and competition, both Cokes have consistently positioned their core target consumer groups on the younger generation who subverted traditions and had a flamboyant personality, and spared no effort to use sports and pop music, two favorite things of young people, as carriers of Coke culture, to spread their brands and consumers closely through the two carriers of music and sports.

This publicity method gives Coca-Cola and Pepsi an extremely rich connotation outside the products, giving them a vibrant, young, fashionable and vibrant image. These connotations and images are actually appropriate expressions of the cultural preferences of the youth group in mainland China, and are also an excellent expression of Coca-Cola and Pepsi cultural marketing.

Jiang Feng and other senior executives of Jiang's family unanimously agreed that if they want to break the traditional trend in one fell swoop, tear a big hole from the market controlled by Coca-Cola and Pepsi, and continuously expand their product market share, they must have some unique approaches. At least it is necessary to imitate Coca-Cola's advertising strategy, and at the same time, they must also have their own unique actions.

In fact, Jiang Feng’s focus is not only on the domestic market, but more on the international market. After all, once Jiang’s Coke gains a firm foothold in China, it will definitely develop abroad.

However, Jiang Feng can also imagine that once he enters the foreign market, he will inevitably encounter more complicated situations. In this regard, he always needs to learn from the success of other brands, such as Coca-Cola.

Through its product spokespersons, Coca-Cola has always promoted a healthy and positive attitude towards life while conveying brand information. Through spokespersons such as Andy Lau, Tony Leung, Shu Qi, Andy Lau, etc., it has further interpreted the brand image of Coca-Cola and given the product more distinctive characteristics, but also created many opportunities for many consumers to get in touch with their idols at close range.

As we all know, Pepsi's advertising strategies are often unique. In the century-old confrontation with his old rival Coca-Cola, Pepsi advertising often has good shows, which makes Coca-Cola feel stressed. Among them, the celebrity advertisements used by Pepsi are an important means of communication.

In 1983, Pepsi signed a contract with Michael Jackson, the most popular pop music superstar in the United States, to hire the star as "Pepsi Star" for an astonishing price of $5 million, and successively produced commercials with Michael Jackson's pop songs as the supporting song. The promotional plan "Pepsi, the New Generation's Choice" was a huge success.

Pepsi tasted the sweetness of the great success of celebrity advertisements in the US market, so it was done in the world, looking for local celebrities and filming popular celebrity advertisements in the local area.

In Hong Kong, Pepsi launched Leslie Cheung as the "Pepsi superstar" in Hong Kong and launched a music marketing offensive that combines Chinese and Western styles. Soon after, Pepsi hired the world-class popular female singer Madonna as the "Pepsi superstar" in the world, causing a sensation around the world.

"Every time I choose a song or record, I have my own choice. Chasing the wind is not my personality... Everyone has their own choice, I choose Pepsi." Many consumers in mainland China may have heard this slogan from Andy Lau. As a film, television, singer and singer who became popular in the mainland and Hong Kong and Taiwan, Andy Lau has a huge appeal.

In 1998, on the 100th anniversary of PepsiCo, Pepsi launched a series of marketing initiatives.

In January 1998, Aaron Kwok became a Pepsi International superstar. The first commercial he collaborated with Pepsi was part of the MTV plot of the music "Sing This Song". Aaron Kwok, wearing a blue dress, fully demonstrated Pepsi's consistent theme with his vibrant appearance and agile dance posture. After the film was released in Asia, it attracted widespread welcome from the younger generation.

In September 1998, Pepsi launched its latest blue packaging worldwide. With the debut of the new packaging, Aaron Kwok filmed the commercial "A Become the Concept", and the music "A Become the Concept" is also the main song of the same name of Aaron Kwok's new album. Pepsi, which changed into a blue "new cool outfit", took the theme of "askformore" with the help of Aaron Kwok's "A Become the Concept" advertisement and a large number of promotional activities, with the theme of "askformore". With the joint attack of Jenny Jackson, Ricky Martin, Faye Wong and Aaron Kwok, a blue storm of "desire for infinite" was set off.

Faye Wong's songs are unique in the Asian music scene. The commercials she filmed for Pepsi also have the theme of "Desire for Infinite". The music "Existence" created by her expresses Faye Wong's persistent pursuit and firm belief in music. The concept of "Desire for Infinite" has been well interpreted and reflected.

In January 2002, Miss Sammi Cheng, the beautiful girl in the music industry, officially joined the Pepsi family and became a new generation of Pepsi superstars in China. In 2002, F4's "Pepsi Coke" advertisement became a popular advertisement among Chinese consumers.

The spread and popularity of music are due to the audience's singing. Pepsi's music marketing success lies in its perception of the communication charm of music, which is an interactive communication. Good song melody and touching lyrics are the best language for communicating with consumers. With such a message, the brand's concept will naturally be deeply rooted in people's hearts.

Not only that, for a long time, Pepsi has always been committed to establishing a good public relations system with the "Pepisode Fund" as the entry point, enthusiastically sponsoring sports events and other public welfare undertakings. For example, sponsoring the "Eighth Games", sponsoring the China A-A Football League, supporting China's successful bid for the Olympic Games, etc.

PepsiCola spent a lot of money to sponsor the "Eighth Games" and won the title of designated products for the Eighth Games beverages. It set off a climax of communication and made a sensation, creating a situation where although it was generally not as strong as possible, it greatly surpassed Coca-Cola Company in a specific period and environment. Not only did it achieve obvious benefits at that time, but it also laid a solid foundation for its further development in China.

In order to celebrate the successful bid for China, Pepsi Cola integrated the "unlimited desire" before the bid and the "final thirst quenching" after the success to form a full-screen advertisement. It has a great impact and resonates with the atmosphere at that time. It is not so difficult to express passion, and it is not so exciting enough. I believe that at that moment, everyone who sees this advertisement will have a heartbeat! In just four hours, the number of clicks on the full-screen advertisement reached 67,877. Pepsi Cola supports the bid for the Olympics with them at this time, and has a mutual understanding of their hearts and emotions. It has achieved good social results, and the brand's social image has been greatly improved.

In December 2001, the "Pepsi Cola Fund" donated by Pepsi (China) Investment Co., Ltd. and established by the China Women's Development Foundation, donated to Junggar Banner, Inner Mongolia. This fund will be mainly used to build "Mother's Water Cellar" in local water-scarce families and resumption of school for poor out-of-school children. Such activities have greatly increased the reputation of Pepsi.

Therefore, from a certain perspective, Coca-Cola and Pepsi have always been selling consumer culture and have been promoting products according to consumer culture. Therefore, in the eyes of consumers, Pepsi represents the passion of a new generation of young people, while Coca-Cola conveys the vitality of young people like hotness. In fact, these are all appropriate expressions of the current domestic urban youth consumption culture. This is also the fundamental reason why the two major Colas have been in full bloom after a hundred years of vicissitudes.

In this regard, Coke has never realized that cultural preferences are the core obstacle to the consumption of Coke groups, and has never tracked and studied the demand characteristics of urban consumer groups, although Wahaha's base camp is in the city.

Now, Nikola seems to have discovered its shortcomings. She hopes to use the idol image of young people to change the impression of Nikola among young people, and then return from the countryside to attack the city. You should know that Wahaha’s base camp is in the city. However, Nikola cannot gain a foothold in the city, which is really a very ironic thing.

However, compared with Coca-Cola and Pepsi, Very Cola also has its own advantages, that is, Very Cola is a national brand, which is very important. Many people choose Very Cola instead of Pepsi for this. Very Cola can gain a foothold in the countryside, and this may not be without this reason and the national policy support caused by this.
Chapter completed!