The Pepsi billboard shows that its blue is cooler than red
Clever outdoor advertising campaign proves it's cooler than the competition
Pepsi’s billboard wants to show that its corporate color is more refreshing than the competition’s red.
The advertising competition between Pepsi and Coca-Cola has taken another small step in this fascinating story of brand rivalry. And it is Pepsi, the one that does not have a dominant position, the one that tries to demonstrate that its product is better than that of the competition.
The Atlanta multinational, for its part, has not entered this type of war for a long time. Coca-Cola’s marketing and advertising strategy is clear and well defined, and involves building an image that is perennial over time. In this process, you avoid useless battles against the competition.
The Pepsi billboard placed in Santa Marta, one of the hottest cities in Colombia, was the idea of the Sancho BBDO agency. This city can reach temperatures of up to 42ºC and has been chosen as the perfect location to carry out this action.
And it is that the Pepsi billboard is based on a study carried out by the Sustainability Research Center of the University of the Sunshine Coast, in Australia. This study shows that blue surfaces absorb less solar radiation and reflect ultraviolet rays. In practice it means that blue surfaces are cooler than other colors. Among them, of course, the red color of Coca-Cola.
To effectively demonstrate this, the Pepsi billboard was equipped with two thermometers, each on a surface of each color. The result? The blue color was always a few degrees lower than the red color. Pepsi has not hesitated to show its chest to show that its color refreshes more than that of the competition.
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