比較広告が話題のペプシVS.コカ・コーラ 長く続く「コーラ戦争」の勝者は?


日本ではあまり見ることのない比較CM。この度、ペプシがこの手法を展開したことで話題になりました。


ペプシコーラのテレビCM「美味しさ」篇は、500人のコーラ飲料者を対象に実施した「ペプシNEX ZERO」と「コカ・コーラ ゼロ」との飲み比べの結果を発表するというもの。勝者が「ペプシ!」と発表されると、ペプシイメージの「青い服」を着たペプシ陣営が大喜びするのです。

【動画】http://youtu.be/TycWKnA1uEo


実際にこのアンケートは実施されているようで、ペプシが調査会社に委託。週に1回以上コーラ飲料を飲む人500人を対象に質問したもので(2013年12月~2014年1月、都内で実施)、その結果、61%がペプシのほうが「美味しい」と回答したのです。

アンケート結果に基づく内容ですので、そう問題は大きくないのですが、日本では珍しい比較CMだったため、インターネットを中心に話題となりました。

実はこの「コーラ戦争」は多くのセレブを巻き込み、これまで何度も勃発してきたものなのです。その詳細や両社の売上について、雑誌『クーリエ・ジャポン』が紹介しています。

このコーラ戦争には、飲食店やスーパーだけではなく、野球場や法廷、さらには米歴代大統領のあいだでも繰り広げられてきました。また、シンディ・クロフォード、マイケル・ジャクソン、ビル・ゲイツを始め多くの著名人が、広告塔として「戦」に加わりました。

日本でも、ペプシを愛飲している MCハマーが、ステージドリンクとしてコカ・コーラを間違えて飲んでしまうというCMを1991年に放送。MCハマーは、そのままバラード曲を歌うのですが、客席が盛り下がるといった内容なのです。

そんな積極的な広告戦略を展開するペプシですが、売上についてはどうなのでしょう。

コカ・コーラ誕生の7年後に生まれたペプシコーラ。最初に大きな盛り上がりを見せたのは、大恐慌の時。同じ価格でありながらも容量が倍近い約360mlボトルを採用しヒット。さらに1950年代、自動販売機でのペプシコーラ販売も成功しました。1979年からは上記のような飲み比べキャンペーンを実施。そこで支持を得たペプシは、スーパーでの売上で、初めてコカ・コーラを上回ったのです。

しかし、その優位も長くは続かず、数年後にコカ・コーラが首位奪還。その後、ペプシコーラ社は健康飲料や菓子などに重点を置くようになったこともあり、コーラ戦争は幕を閉じたようです。

現在、米国では、「人気の2大ソフトドリンク」と言えば、"コカ・コーラ"と"ダイエット・コーク"となっているそう。もう、ペプシコーラではないんですね。

久しぶりに世間を騒がせたペプシのCM。皆さんは実際のところ、コカ・コーラとペプシコーラ、どちらが好きですか?

【書籍データ】
・『クーリエ・ジャポン』講談社


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