Currently there is a playful TV spot which features two young men doing their wash in a public laundromat when a stunning young woman enters. After some flirtation, a quick spin cycle and spontaneous gymnastics, she ends up eating a chip. By the end of the commercial, we have learned nothing about Doritos. Don't try to meaningfully differentiate your product in your communications strategy unless a meaningful difference first exists. This summer, Pepsi will spend a lot of money resurrecting its taste challenge against Coca-Cola.
Consumers are sophisticated enough to know that colas, like domestic beers, are all the same.
Even those that believe these products are different, understand that the distinctions are minute and unimportant. All exhibitor material copyright maintained by their respective copyright owners.