Question

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soft drink

Answer 1

According to this study, the consumption of soda and sugary drinks may lead to an estimated 184,000 adult deaths each year worldwide.

133,000 deaths from diabetes45,000 deaths from cardiovascular disease6,450 deaths from cancer

Now that’s a fun way to start an article.

Unfortunately, that’s the truth and when you see this kind of numbers, you understand why their advertising budget grow exponentially. Just like the Tobacco industry, you have to invest lots and lots of money to make something unhealthy look appealing.  

To get a better understanding of how much money the Soft Drink industry spends on paid advertising, think about this. The market leading Coca-Cola by itself has made a yearly commitment to large ad spends, spending a total $3.4 billion in 2014, $3.266 billion in 2013 and $3.342 billion in 2012. 

Of course, I am not bashing the Soda industry and we are not some sort of activist protesting against unhealthy beverages. I am just stating the facts. I love them just as much as you do, but I sometimes wonder; do I love them because they taste good, or just because I see their ads on a daily basis? 

It’s a little bit a both, but as a marketer, I always analyze their ads and sometimes deliberately take buying decisions influenced by them. Of course, most of the time, and for most people, this whole process is somehow subliminal. 

To better understand how can a banner ad tap into your most primary needs, and how a banner can make you thirsty, let’s analyse some of them.

We are not going to take each brand individually, but we are going to take a look at some strategies they all approached in their banner ads.

 

1. MAKE THEM THIRSTY

There are a few tricks big companies like Lipton do in order to make you thirsty, therefore, buy.

Of course, as you probably figured out, they make it seem fresh. They use high quality images of crystal clear water making it look like the bottle of soda or tea was just pulled from the cleanest amazonian river. 

And of course, the context is always important. Most ads are going to be shot in a sunny and hot summer day when all you need is to cool down with an icy bottle of sweet water

The science behind it, it’s quite incredible.

A study conducted by the Journal of Consumer Psychology showed that soda ads, don’t actually work if you are not thirsty. At least not on the short term. When you are not thirsty, the subliminal message has very little effect on your choices. You tend to pick the drink you generally like.

If you are thirsty, and you have a strong preference for the brand that was shown subliminally, it has no real effect on your choices. You can read more about it here. 

Now if these images won’t make you thirsty, i don’t know what will.

 

2. LET THEM KNOW YOU’RE DIFFERENT

There are a few brands on the market seemingly without competitors.

There’s Coca-Cola who’s worst enemy and competitor is Pepsi, then we have Sprite whose direct competitor is Seven Up and we also have Red Bull and their competitor Monster Energy drink.

But who is Schweppes competitor’s? Or Dr. Pepper’s? There are lot’s of generic brand knock off’s but these two brands are entirely different. And they know it. The taste is one element that sets them apart but they also have a history. They tell a story.

Answer 2

Someone else already gave the answer and I'm not going to repeat it... just want to give you an example which I never forget..here it goes..
Sar kyun tera chakraye
Jab safar pe hain tu jaaye
Sar kyun tera chakraye
Jab safar pe hain tu jaaye
Aaja pyaase paas humare
Limca tujhe pilaaye
Limca tujhe pilaaye
Lemoni lemoni limca.