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as the highest ad recalled Community is also central to Pepsi’s corporate by audience among all philosophy because, as the company says, their TVC aired in Ramadan products “touch the lives of so many”. Donations on Egyptian TV, as to local and national charities are regularly well as the number 1 made and longstanding partnerships have been advertising campaign cemented with organisations including YMCA, during 2004 by radio Save the Children, paediatric AIDS care centres, PRODUCT FM. These multiple national disaster relief funds and international In the past few years, activities have been food distribution programmes. Pepsi ‘s product range has grown to become www.pepsiarabia.com a comprehensive portfolio comprising Pepsi, Diet Pepsi, Pepsi Twist, Pepsi X-Energy Cola, MARKET ACHIEVEMENTS Bradham, a New Bern, North Carolina, 7UP, Diet 7UP, Mountain Dew, In the vibrant and competitive industry that is When it comes to Pepsi, the statistics speak for pharmacist who invented a soft drink formula Mirinda Orange, Mirinda Strawberry, soft drinks, where around 800 million product themselves. Nearly one out of every four soft that would help people with their digestion. Mirinda Exotica, Mirinda Green Apple, Shani, reflected into results on total market share as servings are sold everyday, Egypt and the Arab drinks sold worldwide is a Pepsi product, totaling His drink was first called “Brad’s Drink” Evervess Soda, Evervess Tonic, Evervess Ginger well as on the Cola segment. An increase of four region are key consumption markets due to the more than 200 million servings everyday and by his friends. When the formula Ale and Aquafina pure drinking water. points in total company market share and an hot weather conditions. Pepsi Cola beverages can be proved a success, Bradham Constant review of line extensions enable increase of 1.9 points on brand Pepsi. In Egypt, Colas represent a relatively large found in every corner of the applied to the U.S. Patent Office the brand to meet changing market trends component of the carbonated soft drinks sector globe, across more than 195 for a trademark for the Pepsi- like the emergence of power boosters and PROMOTION by a considerable margin and Pepsi’s market countries. Cola name. Pepsi-Cola’s first the introduction of flavour infusement, such as Since the birth of Pepsi more than a century share has leapt from 15.1% in January 2003 to bottling franchise was established with the launch of Pepsi Twist in the Egyptian ago, the company has maintained a consistent 17.1% in January 2004. in Charlotte and Durham, North market – the refreshing flavour of Pepsi, with reputation for innovative and dramatic In Egypt, bottling operations for the Carolina, and Pepsi appealed a lemon twist. advertising. From the famous ‘Nickel, Nickel’ Carbonated Soft Drinks industry used to be fully to the consumers with ads of 1939 to the stunning visual effects of the owned by the Government. However, in 1994, the slogan “Drink Pepsi RECENT DEVELOPMENTS ‘Gladiator’ series that form the product’s current these were privatised and the Egyptian Bottling Cola”. During 2004, Brand Pepsi launched a number of campaign, Pepsi has always been synonymous Co. (EBC), a private sector company with In 1965, PepsiCo, Inc. mega activities, starting with the sponsorship of with cutting-edge creativity. 5,000 employees, producing 33 was founded by Donald the African Cup of Nations in Jan-Feb creating After Pink, Beyonce and Britney rocked million cases of Carbonated M. Kendall, President a full blast campaign, press coverage in Egypt’s viewers in Pepsi Gladiator 1, England soccer Soft Drinks and 148 and CEO of Pepsi- two main local newspapers, a radio exclusive captain David Beckham takes to the arena in an million Egyptian Pounds in Cola, and Herman analytical program of the cup, airing five different all-star ad. In this version, Beckham heads an revenue at the time of W. Lay, Chairman TVCs on Egyptian TV and organising five all-star line-up of footballing gladiators featuring privatisation, took over. and CEO of Frito- free audience events nationwide. During the Roberto Carlos, Ronaldinho, and Diego de Being set-up as a Lay, through summer, Pepsi launched a summer promotion Cuhna (Brazil), Torres (Spain), Totti (Italy), Raul franchise business the merger which involved organising seven big concerts (Spain), Ricardo (Portugal), and operation, at of the two nationwide, having all Pepsi super stars Van der Vart (Holland). this time, the companies. The present (including On the local and regional Pepsi-Cola new company Elissa, Amr Diab and level, Pepsi’s celebrity International reported sales Nawal El Zoghby), spokespeople include Arab office in that year of $510 hence turning the musical superstars Amr Cairo was million and had summer and Diab, Nawal Zoghby and responsible for 19,000 employees. Egyptian cities Elissa, as well as football selling product In 1970, PepsiCo into blue. To stars Sami Al Jabr and concentrates sales passed the $1 billion support this Mohamed Barakat. to the Egyptian mark employing 36,000 people promotion, Bottling Company and PepsiCo moved from New York Pepsi also BRAND VALUES while the bottler City to new world headquarters in Purchase, produced four The Pepsi brand is assumed financial and N.Y. The new corporate headquarters featured a TV commercials young at heart in operational responsibility in building by one of America’s foremost architects, announcing all its incarnations, making, selling and delivering the final Edward Durrell Stone (1902-1978), set on a the promotion and this is reflected product to consumers. campus of 144 acres amid a garden of outdoor and concerts; in in its corporate Five years after privatisation, Headquartered sculptures. addition to wide philosophy. In step in 1999, the company structure in New York, the In 1986, PepsiCo purchased 7-UP International, press and radio with a youthful vision was re-organised and Pepsi-Cola Pepsi Cola company the third largest franchise soft drink operation coverage, including of environmental International bought 77% of EBC is the global beverage outside the United States and in 1989 PepsiCo on-air interviews stability, the company shares, thus assuming operational division of PepsiCo Inc. acquired Walkers Crisps and Smith Crisps, two with the stars. is especially Things you didn’t know about responsibility of the Bottling Operation The Power of PepsiCo of the United Kingdom’s leading snack food Also during committed to for Pepsi products in Egypt. By 2001 Pepsi- lies in the strength of companies. In this year, PepsiCo also introduced the summer, Pepsi being a good 7UP Cola Egypt consistently gained market share to Pepsi and its other global its SharePower Stock Option program for all generated significant corporate citizen. establish leadership of the Egyptian carbonated brands, including Frito-Lay, the employees, becoming the first large corporation media coverage for Among Pepsi’s In 1908, Pepsi became one of the first companies soft drink market. world’s most successful snack food company. to award stock options to virtually all full-time the Euro Cup 2004, environmentally to replace horse-drawn carts with motor From humble beginnings at the turn of the employees. and ended the year friendly initiatives vehicles for deliveries. twentieth century, Pepsi has By 1990, PepsiCo entered the top 25 of with a magnificent is the ‘please survived two bankruptcies to Fortune 500 ranking with sales of $15.4 billion; Ramadan campaign recycle’ message Movie actress Joan Crawford, wife of Pepsi grow into the world’s second it was number 23 and was named one of leveraging the rising printed on every president Alfred Steele, helped Pepsi move largest beverages Fortune Magazine’s tops 10 “Most Admired Egyptian star “Ahmed container, while from its ‘value’ theme in the 1940s to the company and Corporations” for the second year in a row. Ezz”. The Campaign the company more sophisticated advertising campaigns of today the In 1998, Pepsi-Cola celebrated its 100th featured him in the also contributes the 1950s. She was elected a member of Pepsi globe Anniversary with its first worldwide bottlers ancient time of “Alf to a number of the board of directors after Steele’s death in icon is one conference, held in Hawaii. Leila We Leila” (a programmes 1959. of the most In 2001, PepsiCo announced a new joint thousand and one nights) designed to In 1969, Soviet president Nikita Khrushchev and recognised venture, formed in Egypt, combining the salty producing six TVCs (a stop littering US president Richard Nixon shared a Pepsi logos in the world. snack operations of Chipsy, the current market teaser, reveal and three and promote at an international trade fair in Moscow. The leader, and Tasty Foods, which was owned by main copies to leverage recycling. HISTORY meeting was photo-captioned in US media as PepsiCo. the association of brand In addition, Pepsi ‘Khrushchev Gets Sociable’ in line with Pepsi’s Pepsi-Cola Also in 2001, PepsiCo completed its merger Pepsi with social gatherings, office workers are made advertising slogan at the time. was first with The Quaker Oats Company, creating a $25 and a final copy celebrating Eid). aware of their responsibility to re-use created billion food and Beverage Company focused The campaign was also covered in key magazines’ and recycle their office waste. In 1995, Pepsi was In 1985, Pepsi made its first trip on the space in 1898 on the rapidly growing consumer demand for front covers. one of only twenty companies honoured by the shuttle, carried in a specially-designed by Caleb convenience. The Pepsi Ramadan campaign was chosen U.S. Environmental Protection Agency (EPA). ‘space can’. 8 SUPERBRANDS as the highest ad recalled Community is also central to Pepsi’s corporate by audience among all philosophy because, as the company says, their TVC aired in Ramadan products “touch the lives of so many”.