WHY DO ECUADORIANS PREFER COCA - COLA AND NOT

PEPSI?
The most perceived global brand is Coca-Cola for its large number of
campaigns and advertising. Coca-Cola compared to Pepsi has a lot of
personality, because every time someone drinks a Coke feels a lot of
happiness.
This is thanks to the trajectory of the brand and its duration. c all the years that
have passed Coca - Cola is still number 1 on the market. Crises, social changes
and especially Pepsi competitors have not been able to defeat it.
Coca-Cola continues to innovate with its advertising campaigns. The company
knows exactly what it should convey to its customers and this helps to position
Coca - Cola throughout the world, and especially in Ecuador.
The ads of Coca-Cola GTA or the hard times, in the style of the Simpson, could
impact the young. In the same way, the campaign with a more rebellious touch
"in Search of the happiness", managed to attract the young people to the web
site and to join its movement Coca - Cola. The creation of viral content has also
been a big bet on Coke: the announcement of the Machine of Happiness was
initially intended only for online media but due to its success was developed a
TV ad. S/A. (2013).
We must take into account that the communication campaign of Coca - Cola is
based on a specific value. Happiness. And what he is trying to tell us is that
taking a Coke is not just taking a soda, taking a Coke is feeling the happiness.
For this specific topic, people prefer more to Coca - Cola than Pepsi because we
all want to be happy, to live in a fantasyland where everything is possible. And
that sells Coca - Cola. Another important point in terms of Coca-Cola is
preferred by the Ecuadorians in front of Pepsi, is that when it comes to
Christmas,

Coca-Cola

launches

communication campaigns.

through

various

forms

of

successful

And finally, apart knows use well the networks social and publish messages
that called much the attention for all the followers of Facebook, Twitter,
Instagram, YouTube, etc.

THE PSYCHOLOGY OF COLOR: HOW COCA-COLA CAPTURED

HEARTS AROUND THE ECUADOR?
The psychology of color as it relates to persuasion is one of the most
interesting and most controversial aspects of marketing.To alleviate this trend
and give proper treatment to a truly fascinating element of human
behavior(..).Noe, R. (2009)
Color isnt a strictly visual element, its very psychological and can trigger
different feelings and emotions in the human body and mind.
In public relation and marketing ,choosing a color for

logo or brand is not

something to be taken lightly. The color to choose can play an integral part in
the success of your product. You need to ask yourself how you want your
audience to feel and what kind of emotions you are trying to bring out with
your branding. Kel, H. (2014).
The typeface that everyone the world over can recognise. Its been sat on a
couple of different backgrounds and had the word Coke added to it now and
again, but essentially, its been the same logo. Pepsi on the other hand, started
out with a logo very similar to Coca Colas. A hand drawn red typeface. Over
the years, Pepsis logo evolved and changed with the times. The 1940s version
of the Pepsi logo is great, and I wish theyd stuck with it. However, they moved
on, bringing in the blue and keeping up with trends, a vital branding mistake.
Coca-Cola is famous for its white scripted text on a distinct bright red
background.
The color red in marketing portrays power, excitement, energy and passion. It
also stimulates the appetite, which makes it an excellent choice when branding
food or drink.Studies have also shown the color red can trigger impulse buys
(which is a great trait for any product if you are the manufacturer). The white
swirling letters also simulate passion. White is viewed as a brilliant color,
making it perfect for signage due to its eye-catching qualities.About the colors

of pepsi logo which is red blue and white, are the striking colors that can grab
the consumers attention, red is very emotionally intense color and Blue is
considered beneficial to the mind and body
And therein lies the key problem. Coca Cola have their message and brand
identity, its the same as their logo; timeless and classic. Pepsi on the other
hand, have nothing. They havent got that key hook to their brand that gets
people. Theyve got nothing to hang their advertising from. Everything related
to the brand just seems to be random. Random can be great, if done right.
Even today, Coca-Cola is synonymous with Celebration & Happiness. Their
aggressive campaigns & print ads with dominant red color along with their
subliminal messages about Celebration & Happiness can be found
everywhere and have been influencing our sub conscious minds.
So, the next time you find your friend grabbing a bottle of Coca-Cola over Pepsi
(but has no strong reason to explain the preference) during a celebration or
party, blame it on the trademark red which evokes brain activity & the effect of
subliminal (sub conscious level) marketing which has made Coca Cola
synonymous with happiness & celebration. It is not the secret formula
(recipe) but human psychology which has made Coca Cola a successful drink
and hence the first preference for most of us.

CONCLUSIONS
Coca cola is one of the largest brands in the world. Blind taste tests were
conducted and it was found that people preferred the taste of Pepsi but Coke
was still their brand of choice. This is because of brand loyalty. Brand loyalty
stems from the familiarity of a brand. In the case of Coca Cola, people favour
this cola over pepsi as it has greater brand appeal. Consumers are constantly
exposed to advertising related to Coca Cola. This familiarity leads to an affinity
with the brand in which case consumers feel more loyal to one particular brand
over another. Part of cokes brand loyalty are the touch points these include the
colours of coke, the shape of the bottle and the positive associations and
emotional responses felt when purchasing this product. Although Pepsi is the

preferred taste in cola, Coca cola's brand appeal and familiarity is the reason
why consumer prefer coke.
QUESTIONS AND ANSWERS

VOCABULARY

Perceived: Become aware or conscious of (something); come to realize

or understand:
His mouth fell open as he perceived the truth
Brand: A type of product manufactured by a particular company under a

particular name: a new brand of soap powder

Defeat: Win a victory over (someone) in a battle or other contest;

overcome or beat:
Garibaldi defeated the Neapolitan army
Announcement: A formal public statement about a fact, occurrence, or

intention:
The minister was about to make an announcement
Management: The process of dealing with or controlling things or

people:
The management of the economy
Truly: Used to emphasize that what you are saying is true
Appeal: A quality that causes people to like someone or something
Loyalty: The state or quality of being loyal; faithfulness to

commitments or obligations.
Hence: As an inference from this fact; for this reason.
Viewed: An instance of seeing or beholding; visual inspection.

REFERENCES:

S/A. (Abril, 2013) Coca Cola: Anlisis e Identidad Corporativa.

Extracted from: https://idcorporativa.wordpress.com/2013/04/22/coca-

cola-analisis-e-identidad-corporativa/
The Coca Cola Company. (2017) Extracted from: http://www.coca-

cola.com.ec/es/home/
PepsiCo. (2017). Extracted from: http://www.pepsi.com/es-ec/d
Noe, R. (2009). package design trivia : why isthe pepsi logo red ,white
and blue? core77.

Page of trivia, consumers and company. (2016) Extracted from:

http://www.core77.com/posts/12821/package-design-trivia-why-is-the-

pepsi-logo-red-white-and-blue-12821
Kel, H. (2014). Evolution Of Pepsi Logo Design Over Hundred Years.
Designhill.