Coke and Pepsi are at it again.
They battled it out on New Year’s Eve in Times Square with Pepsi revealing it’s new Refresh Everything campaign while Coke introduced it’s Refresh. Recycle. Repeat. green campaign, wind-powered billboards and all.
Here’s Pepsi’s New Year Eve video:
Both campaigns are refreshing, but that’s the problem.
By using the word “Refresh,” either Pepsi or Coke is breaking rule #6 of the 22 Immutable Laws of Marketing: Two companies cannot own the same word in the prospect’s mind.
I don’t know who claimed the word “refresh” first, but the company that claimed it second is guilty of irresponsible marketing.
If you know who claimed “refresh” first, or if you just want to show your Coke or Pepsi allegiance, comment below.