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百事可乐和可口可乐是宿敌吗?

Coke & Pepsi Aren't Really Rivals - Cheddar Examines

This is Pepsi’s 1905 logo,
这是百事可乐1905年的商标
and this is Coke’s from the same time period.
而这是同时期的可口可乐商标
Now watch them evolve,
观察这两种商标的发展
or in the case of Coke, stay the same.
可口可乐的商标基本保持不变
This doesn’t mean Pepsi is indecisive.
这并不意味着百事公司是犹豫不决的
Instead, it’s a clue that
相反 这表明
the great soda rivalry is in fact about something other than taste.
实际上汽水之王竞争的是除味道以外的东西
Pepsi has a weird metallic aftertaste
百事可乐有一种奇妙的金属余味
Pepsi has a sharper taste,
百事口感更刺激
and I think the carbonation affects both of them differently.
我认为碳酸化作用 对它们有不同的影响
For years, consumers have obsessed over the smallest differences in taste.
多年以来 消费者一直着迷于口感的细微差别
The Pepsi Challenge was a marketing campaign started in 1975.
百事挑战是一个始于一个1975年的营销活动
It featured a blind tasting of Pepsi and Coke.
它以盲测百事和可口可乐的口味为主题
The results, more Americans preferred Pepsi.
结果是 美国人更喜欢百事可乐
But throughout their history,
但纵观百事和可口可乐的历史
Coke has held a firm grasp on the market.
可口可乐已经牢牢占领了市场
So, why?
所以为什么会这样?
Both brands are courting entirely different consumers.
因为两个品牌所争取的消费者完全不同
If we look closer at Pepsi’s marketing,
如果我们仔细看看百事可乐的营销
it makes the case that this soda brand embraces change
就会发现这个碳酸饮料品牌乐于改变
while Coke keeps itself firmly entrenched in the classic past.
而可口可乐则固守着经典的过去
This is a leaked marketing document by the Arnelle group.
这是Arnelle集团泄露的一份营销文件
The firm executed the highly controversial $ 1 million
2008年耗资百万美元重新设计却备受争议的
Pepsi logo redesign in 2008.
百事可乐的商标就是这家公司的作品
This document called Breathtaking
这份文件叫做《惊人》
recorded all that went into designing the new Pepsi Blue.
它记录了设计新百事蓝的全部过程
In it, the company explains its diverse inspiration,
文件中 Arnelle集团说明了新商标多样的灵感来源
the Hindu tradition of numerical harmony as spatial organizing,
包括用数字和谐的印度传统图案作为空间结构
the Vitruvian Renaissance, the elements of energy,
维特鲁威文艺复兴 能源元素
Rene Descartes’ La Geometrie, and even the Earth’s magnetic fields.
勒奈·笛卡尔的几何学甚至是地球的磁场
At first, the media was all over it.
一开始 媒体对新百事蓝的报道铺天盖地
But the soda has seen steady sales since.
但自那以后 这种汽水的销量一直很稳定
Rebranding is core to Pepsi.
重塑品牌是百事可乐的核心
Change is part of its DNA,
改变是它DNA的一部分
and it’s part of what makes the company so successful.
这也是百事公司如此成功的部分原因
It’s always exciting.
它总是令人兴奋
It’s innovative, and innovation is a part of its basic brand personality.
它是创新的 创新是其品牌基本个性的一部分
That is what it’s selling.
这就是它的卖点
It’s selling excitement, warmth, young,
卖的是兴奋 温暖和年轻
and therefore, it needs to change to be authentic to its brand.
因此 它需要去改变从而忠于自己的品牌
In the case of Coke, it is
而可口可乐的卖点
wholesomeness, America, joy, very down-to-earth kind of an appeal.
是健康 美国化 快乐 非常接地气的口号
This central difference is manifested in the brands’ mascots.
两者核心差异体现在它们品牌的吉祥物上
Coke is Santa Claus and polar bears.
可口可乐的吉祥物是圣诞老人和北极熊
Pepsi is Michael Jackson,
百事代言人是迈克尔·杰克逊
Britney Spears, and who could forget, Kendall Jenner.
布兰妮·斯皮尔斯和肯达尔·詹娜
Pepsi’s brand essence involves change.
百事可乐品牌的精髓涉及改变
Therefore, it must change, and that change,
因此 它必须改变 而这种改变
I don’t think it’s necessarily a negative
我不认为它一定是负面的
since that is very much a part of its Bassano.
因为那是巴萨诺的一部分
Coke tried to change once.
可口可乐曾经尝试改变
Introducing the new taste of Coca-Cola.
引入可口可乐的新口味
It doesn’t have the zazz that you need when you want a coke.
它没有你想喝可乐时想要的那种刺激
Very disappointed. I think we’ve lost the American tradition.
非常失望 我想我们失去了美国的传统
For Coke loyalists, it was a departure.
对可口可乐的忠实粉丝来说这是一种背离
It signified a violation of what drinkers had come to expect: sameness, consistency.
可口可乐违背了饮用者期望的相同性和一致性
Coke found it was more important to
可口可乐公司发现更重要的是
keep their existing customers happy rather than find new ones.
让他们现有客户满意 而不是发展新的客户
And that’s the bigger picture here.
而这也是其长远发展的策略
Coke isn’t after Pepsi’s customers, and vice versa,
可口可乐并不面向百事的客户 反之亦然
and the public may perceive a rivalry between the two brands
公众可能会察觉到这两个品牌之间的竞争
when in reality,the two seem to coexist quite peacefully.
但实际上 这两个品牌似乎和平共处
Remember that logo that kept changing?
还记得那个不断变化的商标吗
It’s part of that very same strategy.
这是同一战略的一部分
Pepsi has set its sights on a particular customer,
百事已将目光投向了特定的客户
one that embraces change.
也就是那些愿意接受改变的客户
So practically the opposite of Coke’s target.
这与可口可乐的目标客户几乎相反
I would always go for a Coke over Pepsi
我总是会选择可口可乐而不是百事可乐
because it’s just the classic thing that we always had growing up.
因为它就是我们成长中传统的东西
When we ordered pizza, we had coke with it. It’s classic.
当订披萨时我们喝可口可乐 这就是传统
Despite any notion that Coke and Pepsi are one and the same,
尽管有人认为可口和百事可乐是一回事
they’re courting a totally different soda drinker.
但他们迎合的是完全不同的汽水饮用者
A 2016 study by two Emory professors,
2016年一份埃默里大学的两位教授
Jagdish Sheth and Anthony Koschmann,
贾格·迪什谢特和安东尼·科希曼的研究发现
showed that each brand has an insanely loyal base.
每个品牌都有一群疯狂的忠诚粉丝
Coke retained 94.4 percent of its loyal households from one quarter to the next.
连续两个季度可口可乐保留了94.4%的忠实顾客
Pepsi kept 91 percent.
百事可乐保留了91%
I feel like a traitor.
我感觉自己像个叛徒
I feel like I’ve let down generations and my ancestors when I switch.
我换口味时让我的祖先和几代人都失望了
Now, I feel silly for having this undying loyalty to Coke, almost,
现在我觉得对可口可乐的忠诚是愚蠢的
now that I taste Pepsi,
现在我尝了百事可乐
but Coke is just where my brain goes
但当我说“好了 该喝杯碳酸饮料了”时
when I’m like, “Okay, it’s time for a fizzy bev.”
我的大脑就会想到可口可乐
Today, Pepsi and Coke market to the soda drinker
如今百事和可口可乐的营销对象是那些
who matches what they stand for.
与他们立场一致的汽水饮用者
In other words, there is no rivalry.
换句话说 这两家公司没有竞争
So, what’s your pick?
那么你的选择是什么?
Is it because of taste or something else?
是因为口味还是其他原因?
Let us know in the comments below,
请在下面的评论中告诉我们
and don’t forget to like and subscribe.
别忘了点赞和订阅哦

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视频概述

讲述了可口可乐和百事可乐标志 发展过程 细微差别和面向群众的不同之处

听录译者

收集自网络

翻译译者

小呆家皮皮齐!

审核员

审核员CR

视频来源

https://www.youtube.com/watch?v=i_7YkfjWptc

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