As one of the two giants in the world beverage industry, 100 witnessed a spectacular battle with Coca-Cola. In the early stage of the "two music wars", that is, before the 1980s, Pepsi-Cola had been in a bleak business, but it was far behind by Coca-Cola because of its poor competitive means, especially its poor advertising competition. However, after numerous confrontations with Coca-Cola, Pepsi-Cola finally defined its position, launched a flank attack on Coca-Cola with the image of "a new generation of Coke" and won a broad market from young people. Nowadays, the strategic pattern of beverage market share is quietly changing.

Pepsi's positioning has its strategic vision. Because Pepsi's formula, color and taste are similar to Coca-Cola, most consumers can't tell the difference between them, so Pepsi can't win in quality at all. The challenge of Pepsi's choice is to implement differentiation in consumer positioning. Pepsi abandoned the strategy of "comprehensive coverage" regardless of gender, age and age, and started with young people to attack Coca-Cola. And through advertising, Pepsi tries to establish its image of "young, lively and contemporary", while implying that delicious food is "old, outdated and outdated".

After Pepsi completed its positioning, it began to study the characteristics of young people. After careful investigation, it is found that the most popular thing among young people now is cool, and the expression is unique, trendy, connotative and creative. Grasping the psychological characteristics that young people like to be cool, Pepsi began to launch a series of advertisements with young people as the spokespersons of the coolest star image.

In the United States, 1994 Pepsi hired pop star Michael Jackson to advertise for $5 million. This move is called the biggest advertising campaign ever. Jackson really lived up to his mission. When he appeared on the screen with fantastic dance steps and sang the theme song of Pepsi advertisement, the hearts of young consumers were all shocked. In Chinese mainland, after inviting Leslie Cheung and Andy Lau as its spokesmen, Pepsi also invited four famous singers Aaron Kwok, Faye Wong, Jackson and Ricky Martin as its image representatives. These two Hong Kong singers are naturally extraordinary. Aaron Kwok's singing and dancing and Faye Wong's cold temperament have fascinated countless young consumers in China. Aaron Kwok's persistent, firm, enthusiastic eyes are something we can't escape in Pepsi stores all over the country. However, due to the low popularity of two foreign singers in Chinese mainland, it also caused a waste of resources. In this respect, Pepsi is slightly inferior to Coca-Cola. Even so, Pepsi's youthful and energetic image has been deeply rooted in people's hearts. In a survey of 6000 people by Shanghai Radio, young people said what they thought was the coolest. They think that the coolest male singer is Aaron Kwok, the coolest is Faye Wong, the coolest drink is Pepsi, and the coolest advertisement is the super-long version of Pepsi Aaron Kwok. The coolest behavior of young people now is to drink Pepsi. For example, from 1997, the share of Pepsi-Cola and Delicious in Beijing's beverage market was 1: 10, and rose to 1: 2.5 in 1999, and most of the contributions were made by young people. In a word, we think Pepsi's advertising strategy is the most successful, taking the superstar that the new generation likes as the image spokesperson.

Pepsi's advertising language is also quite distinctive. It takes "the choice of a new generation" and "the desire for infinity" as its advertising slogan. Pepsi believes that young people pursue everything, such as music and sports, so Pepsi puts forward the slogan of "endless desire". Pepsi advocates that young people make a "new generation choice", that is, drink Pepsi. PepsiCo's two energetic advertising words quickly won the recognition of young people. Consistent with Pepsi's advertising language, Pepsi's advertising content is generally music and sports. For example, Michael Jackson and Aaron Kwok are both singing and dancing. Pepsi is also good at playing football cards. PepsiCo took advantage of the fact that most teenagers like football and specially launched a Pepsi football star. It is full of insight.

As a challenger, Pepsi did not imitate Coca-Cola's advertising strategy, but was brave in innovation. Through advertising, the image of "coming from behind" has been established, and the new generation spirit of the brand, which is positive, fashionable, enterprising, witty and humorous, and unremitting pursuit of a better life, has been carried forward to every corner of Pepsi. Pepsi is respected, so is its advertising strategy. For example, Coca-Cola once used the slogan "Young didn't fail". The content of the advertisement was music and sports, which was also popular among young people. As a brand that successfully uses advertising flanking warfare, Pepsi-Cola is listed as the third of the top ten advertising strategies by us.