Generationext
Today is my last day with Pepsi. My second home for more than two years. It's true what they say, the softdrinks industry is your best bet if you want to learn street marketing at its finest.
This is especially true in the Philippines.
Where the price of a softdrink is cheaper than most water brands. Where stock prices of our US based companies fall and rise depending on the Filipinos thirst for fizz. Where your future depends on a six peso product distributed to almost every sari sari store and is being sold by the million cases every single day. Where two brand names manage to build brand equity all for the sake non commoditizing the industry. Where a gazillion of B brands sprout everyday and try to make this almost impossible.
I love Pepsi.
I have never worked for a company with so much passion for its brand. The cola wars has long given way to a much broader "share of throat" war but if you ask anyone from Pepsi who their archrival is, Coke will still be it. It's safe to assume that Coke employees share the same feeling. This despite the fact the RC is now very well entrenched and that C2 is a very potent threat. When you are from Pepsi, your battle with Coke is personal. No one from Pepsi even dares touch a Coke except for taste testing which is almost always followed by expletives.
This is the same passion im taking with me. The same passion that will help me build better brands and develop more resonant campaigns for other companies.
And if any of those brands succeed, a lot of it should be credited to the training i received from the drink that defined the next generation.