The United States is one of the most consuming countries in the world. Coca-Cola’s country of origin, it also owns a large part of the companies that make up the soft drink industry. This time the news is that the trend of the US market has been changing, and with it its sales ranking. The most well-known consumer brands are Coca-Cola and Pepsi, although the latter is being relegated to lower positions due to new consumer preferences. What about you? Do you have a favorite soda?
Coca-Cola vs Pepsi
Created by the pharmacist John Stith Pemberton in 1886 in Atlanta, Georgia, it is one of the most known (if not the most) carbonated drinks worldwide. Its creator was based on the coca leaf and cola nut, and thus arose the millionaire product. Despite its bad reputation for secrecy around its recipe and its multiple uses for cleaning and emptying pipes (apart from its refreshing feature), Coca-Cola has been and remains the most chosen by consumers in the United States.
It is one of the products with best adhesion to the market, since it has hardly made changes in its brand, logo or image. I tried different varieties such as Coca-Cola Zero, Coca-Cola Light, or Coca-Cola flavors, but both the original and Light are queens of the market.
On the other hand, in 1893 emerged what has always been their main competition, Pepsi. Initially known as Brad’s Drink and Pepsi-Cola, it was created in New Bern, North Carolina, also by a pharmacist, Kaled D. Bradham. It was expanding to more countries beyond the American borders, becoming a benchmark and in direct competition with Coca-Cola.
Eternal rivalry
In addition to Coca-Cola and Pepsi, there are many other soft drinks that occupy the shelves of supermarkets and also compete with them. However, although they have always been the two top selling brands, consumer preferences appear to have changed. According to the Beverage Digest, one of them does not even figure in the top 3.
With a 19.1% share, Coca-Cola is the undeniable queen with revenues of $97 billion in the North American market. Although it has always been pursued very closely by Pepsi, the latter has plummeted in recent years, and even the launch of Light or “sugar-free” options have not managed to save it.
Have you ever tried Dr Pepper, right? Well, this brand that no one was betting on, has been climbing positions until reaching the second place, replacing Pepsi. How? He has targeted his marketing towards the younger generations, experimented with flavors and was successful with sponsors. In this way it has managed to have a share of 8.3%.
But the thing doesn’t end there. Another unexpected mark has surpassed Pepsi; Sprite. This brand belonging to Coca-Cola and that had been relegated to mix and exceed hangovers has become the owner of 8.03% share of the market, leaving Pepsi with 7.97%.
How did Sprite make it?
Sprite is a brand owned by Coca-Cola, which invested in a good advertising campaign for brand replacements. Under the slogan “Obey your thirst”, Sprite had the image of Anthony Edwards and Sha Carri Richardson (both athletes), and oriented it towards the Z generation. Sprite kept its costs down and reduced advertising spending as it went up the table. Last year alone it grossed $100 million in sales, far more than Pepsi could ever dream of.
What´s Pepsi doing about it?
Pepsi won’t give up and will continue to fight. While if it is chosen by families in their Diet and Zero Sugar formats, the rest of options are not so desired. He has launched a blind tasting called the Pepsi Challenge, with the aim of improving his recipes and recovering consumers of Coke Zero. Do you think you will get it or that the best times of Pepsi are over?
Learn about the Dr Pepper´s bop to the top!
