Will Pepsi Ever Defeat Coke? Marketing Missteps Explain the Battle | Upfront Analytics

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Ask a person if they’re a Coke or Pepsi drinker and you won’t have to wait more than a half of a second to hear the answer. The type of cola a person drinks seems to be as much a part of their identity as the kind of car they drive or the type of music they listen to most. And time and time again, the majority rules in favor of Coke: It’s been America’s cola kingpin for decades. Can Pepsi ever make a marketing move big enough to claim the top spot?

Why Is Ben & Jerry’s Sponsoring Open Air Cinemas?

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Warm nights, cold ice cream, and an outdoor movie theater: Sounds perfect, right? That’s what Ben & Jerry’s is banking on, anyway. For the last few years, the Vermont-based ice cream manufacturer has been sponsoring open air cinemas for lucky movie-and-ice cream enthusiasts in locations all across Australia.

Why Isn’t Soylent More Popular?

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If it sounds like something you’d read about in an Orwell cautionary tale, you might not see the appeal: Soylent–a nutritive food replacement drink–launched in 2014 to lukewarm reviews. Soylent isn’t a protein shake or a supplement: It’s classified by the FDA as a food. Part scientist and part activist, Soylent’s creator Rob Rhinehart lives on a mostly Soylent diet and claims that the shake-like drink is all humans need to stay healthy.

Real-Life UX Branding: VitaPack

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Source: Behance user Ágnes Gyömrei

If you’re dedicated to organic foods, then you’re all too aware of the internal struggle that happens every time an environmentally-conscious shopper goes to the grocery store. Equipped with her own eco-friendly shopping bags, she’s still subjected to using thin, non-recyclable produce bags when picking out her bounty of organic fruits and vegetables.

Pop Up Shops Continued: Dyson Vacuum Cleaners

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It’s hard to get people talking about household items; much less vacuum cleaners. But upstart Dyson has figured out a way to inspire Apple-level interest in a household object that you probably haven’t previously paid that much interest to. Thanks to pop-up shops in the UK, Chicago, and Japan, Dyson has been pulling in potential and existing customers alike, all while generating a healthy buzz online. It’s another case study that proves pop-up shops can boost brand engagement and work for creating interest around new products, collections, and brands.

Tangential Marketing: Google’s First Retail Shop

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Shopping at Google: Why a Brick-and-Mortar Store Makes Sense    We call it “tangential marketing:” Google opened its first-ever physical retail location in London in March. While it’s true that Google does offer a slew of products–think laptops, phones, and smartwatches–the Google store isn’t all about making a sale. Instead, it allows customers to interact with some of the innovations … Read More

More Pop Up Shops: A Magazine Brought to Life

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It’s like the pages of your favorite magazine come to life: Perfectly curated products and services in one convenient, low-commitment location. In June, Milk Japon was able to make the leap from glossy to retail space by creating a pop-up shop that acted as the perfect complement to the magazine’s lifestyle focus.

Carlsberg Does It Again: How “Beer Beauty” Exploits Customer Base Correctly

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Carlsberg does it Again: How “Beer Beauty” Exploits Customer Base Correctly Euro beer brand Carlsberg has spent the last two years in a massive push for both Western European and Asian markets, with a focus on everything from sustainable packaging to promoting responsible drinking and even a free beer campaign for their target demographic. But Carlsberg’s latest bid to attract … Read More

What is the Diderot Effect?

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Eighteenth-century French philosopher Denis Diderot laments the curse of the upgrade in his essay, Regrets on Parting with My Old Dressing Gown. As the story goes, the born-of-humble-circumstances Diderot receives a beautiful scarlet dressing gown as a gift from a friend. Upon bringing the dressing gown home (and subsequently getting rid of his old, threadbare gown), Diderot realizes the shabbiness of his home in contrast to the gown.