Mass Observation (II): The Greatest Brand On Earth

by Jarvo J May. 03, 2011 3806 views

Ask people whether they prefer Coke or Pepsi and they are likely to respond in a ratio of about 2:1 in favour of Coke. Give them a blind taste test and the results are more likely to be about 50:50, in fact you may even discover a slight preference for Pepsi. As for the difference, that's largely down to the relative powers of the brands rather than the products themselves which are essentially chemically identical sugar-waters.

Recent research has shown that just the mention of the Coca Cola brand or a flashed image of its logo brings into mind pleasurable associations that are not present with the Pepsi brand (let alone lesser rated fizzy drinks). Coca Cola was (with Starbucks) recently rated the most relevant brand to consumers.

Perhaps we shouldn't be too surprised at the power of this brand though. The annual global marking budget for Coca Cola is $2.9billion. That's more than the total value of many large companies.


Footnote - Like a lot of people, I tend to use the brand name Coke to mean the generic product cola. In our area Pepsi is the dominant brand in pubs and clubs (probably because their UK HQ is only about 15 miles away). I have noticed an increasing trend recently that when I ask for a Coke (never for myself I might add) the bar staff will say something like, "It's Pepsi, is that OK"? What I've not quite worked out yet, is whether this correction is their little way of promoting Pepsi or heading off a complaint in case I should later insist that the Pepsi was mis-sold.

Please click here to see other people's observations. []

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There are 8 comments , add yours!
Andrea 9 years, 5 months ago

Great shot!

9 years, 5 months ago Edited
Moira 9 years, 5 months ago

great thinking.

9 years, 5 months ago Edited
Anna-Marya Tompa 9 years, 6 months ago

how did you create the picture? I like it

9 years, 6 months ago Edited
Lynda 9 years, 6 months ago

great take on the MO theme and interesting info too.

9 years, 6 months ago Edited
Bee 9 years, 6 months ago

Don't you think pepsi is just a tad sweeter?

9 years, 6 months ago Edited
Michael Sakowicz 9 years, 6 months ago

I have such a tick with people who say 'Coke' and not the actual product, or 'Kleenex' and not 'Tissue'... And so on... but then again, I am a bit crazy...

Again, great take on the toast - I wish I had thought to use it before, it would have been even MORE humorous...

9 years, 6 months ago Edited
Diane Davis 9 years, 6 months ago

It's always Coke with me. I hope that I would come through on a blind taste test. You never know. Great subject.

9 years, 6 months ago Edited
Roger 9 years, 6 months ago

great info, it really shows what this month is all about. I can't think of ever asking for a Pepsi or Cola when ordering a drink somewhere

9 years, 6 months ago Edited