What people really acquire

People do not buy the products so they themselves mean but actually, acquire the best versions of themselves.

In 1957, Pepsi, despite all the marketing efforts, was always overtaken by its main rival, by a factor of six to one. Pepsi, like many young people of that time, went through an identity crisis, in case their problem was not the product but the spirit of the brand since Pepsi was indecisive and aimless. In fact, it did not matter if it was sold at half the price of Coca-Cola, this was not enough to at least try to reach the level of its main rival, which at that time really had no rival.

The idea that is currently being used

In 1963, in search of changing that situation, Pepsi hired a young advertising executive named Alan Pottasch, who of course had a very difficult task. Pottasch’s task was, to put it mildly, difficult. Pottasch made a decision that would later become an icon, as he said, ”to stop talking about the product and start talking about the user”.

Pottasch conceived the commercialization of Pepsi without referring to its inherent qualities. In fact, he focused on a change in an image of the people who bought it or should buy it. Likewise, for the first time in history, a brand decided to promote the type of user who bought a product as opposed to the product itself. Beyond that, Pepsi promoted the idea of a completely new generation, free of the manipulative and consumerist messages perpetuated by the media. So it was that what came to be known as “The Pepsi Generation” emerged.

Without a doubt, the Pepsi Generation was revolutionary. No generation before had wished vocally to transcend itself, escape the consumerist mentality and achieve a truly independent thought, and so the message of Pepsi, drink our product and do exactly that, came to the perfect group at the perfect time

After decades, it is almost impossible to find a brand that has not used the strategy that Pepsi started, which is to sell not a product, but a better version of ourselves. In this society, successful brands will be those that make consumers feel like they want to feel with themselves.

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Source: Zander Nethercutt