-Comic strips & Skywriting & jingles-
In 1939, Pepsi-Cola strayed away from standard radio advertising and created the company’s first jingle, “Nickel, Nickel”. At the time, the president of the company wanted their advertising to be more “lively and memorable” (Stoddard, B). The tune, “Nickel, Nickel,” was the first advertising jingle to be played and heard coast-to-coast on network radio, making broadcast and advertising history. Over time, it became so popular that it was recorded in 55 languages. More than one million copies were released to jukeboxes, and the tune, renamed “Pepsi-Cola Hits the Spot,” was even played in Carnegie Hall. In 1940, LIFE magazine declared the jingle “immortal” (PepsiCo 2005). The jingle was played so often over its 10 years on the air that people who heard it, 50 years later remember the words (Stoddard, B). Click on the video below to hear the “Nickel, Nickel” jingle!
Skywriting debuted as an advertising tool by Pepsi-Cola in 1939. Writing in the sky was at the time such a rare occurrence that it generated free publicity for the company. Each letter measured up to a mile in height, while the name Pepsi-Cola stretched for six miles! The president of the company was so pleased with the results that the program continued throughout the 1940’s (Stoddard, B).
One of Pepsi’s most successful campaigns is Pepsi and Pete, the Pepsi-Cola cops. These highly popular cartoon characters debuted in 1939, targeting entire families. These characters were such a success that after two short years, they were numbered among the most recognized advertising characters in America. They were featured in Sunday newspapers, magazine ads, and on display anywhere that Pepsi was sold (Stoddard, B). The president of the company believed that advertising could be a cornerstone of soft drink marketing and used “Pepsi & Pete,” to promote Pepsi’s pricing advantage with the line “Twice as Much for a Nickel.” Other cola companies had no choice but to lower their prices to compete (PepsiCo 2005).