Coca-Cola and Pepsi have long been rivals. The two drink companies have managed to set themselves apart from the competition, especially with the popularity of their content war. This is where Coke and Pepsi would create petty ads making fun of each other in a playful way. In 2016 Coca-Cola released a Superbowl commercial that praised Pepsi for creativity in advertising, and implied the importance of competition in innovation. For this rivalry specifically, an advertisement like this from Coca-Cola is a shock to the system for consumers. These two rivals have gone back and forth for decades, and Coke has finally pulled the mask off and thanked Pepsi for driving them to do better. This will break down barriers for those who are loyal to one side or the other, and perhaps persuade them to give the other drink a try. Essentially getting loyal Pepsi drinkers to give Coke a try.

Consumers respond favorably to praise because it is a positive, refreshing sight to see when compared to the sometimes petty, bickering that is a competitive back and forth. The metaphorical line in the sand has been removed, and the consumer is reminded that these are just products, or services. Automatic processing, such as thin slice theory, can allow consumers to make quick judgements because it provides the customer with “early and continuous delivery of valuable software.”(King,2024) This means that the customer is fed enough information early to make a quick judgement on the proposed product or service.

In cases where there is a serious brand war, or major divide among consumers, praising the competitor may be harmful to the brand. Playstation and Xbox are a great example of this. There is a major divide between gamers who prefer one console over the other, and sometimes it gets pretty toxic. A compliment or praise from one company to the other would likely lead to a war of words between loyal users on the internet. I believe that the reason for the success of Coca-Colas praise towards Pepsi was the long standing history between the two. Decades upon decades of back and forth, with a sudden compliment was a shock to the system for consumers.

Sources:

King, C. (2024, February 8). Agile “thin slice” technique: Explained. Medium. https://blog.newmathdata.com/agile-thin-slice-technique-explained-257d800b0592

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Welcome to WordPress! This is a sample post. Edit or delete it to take the first step in your blogging journey. To add more content here, click the small plus icon at the top left corner. There, you will find an existing selection of WordPress blocks and patterns, something to suit your every need for content creation. And don’t forget to check out the List View: click the icon a few spots to the right of the plus icon and you’ll get a tidy, easy-to-view list of the blocks and patterns in your post.

Welcome to WordPress! This is a sample post. Edit or delete it to take the first step in your blogging journey. To add more content here, click the small plus icon at the top left corner. There, you will find an existing selection of WordPress blocks and patterns, something to suit your every need for content creation. And don’t forget to check out the List View: click the icon a few spots to the right of the plus icon and you’ll get a tidy, easy-to-view list of the blocks and patterns in your post.

Welcome to WordPress! This is a sample post. Edit or delete it to take the first step in your blogging journey. To add more content here, click the small plus icon at the top left corner. There, you will find an existing selection of WordPress blocks and patterns, something to suit your every need for content creation. And don’t forget to check out the List View: click the icon a few spots to the right of the plus icon and you’ll get a tidy, easy-to-view list of the blocks and patterns in your post.

Welcome to WordPress! This is a sample post. Edit or delete it to take the first step in your blogging journey. To add more content here, click the small plus icon at the top left corner. There, you will find an existing selection of WordPress blocks and patterns, something to suit your every need for content creation. And don’t forget to check out the List View: click the icon a few spots to the right of the plus icon and you’ll get a tidy, easy-to-view list of the blocks and patterns in your post.