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Cultural reason behind the failure of pepsi blue

We often consider only the connotations of colors in our own culture; however, colors carry various different — often strong — connotations in other cultures.

Positioning in Marketing: The Downfall of Pepsi Blue

What may be neutral in one country could carry sharp political connotations in another. What may be seen as positive in one culture may be negative in a neighboring country.

Pepsi Blue

For this reason, businesses will see greater success in international marketing when they research important color meanings and use those colors appropriately to reach their target markets. As interreligious violence continued, the mobile operator even considered changing its brand name entirely in the region. Other global companies that lack the foresight of Orange have committed rather colorful blunders.

In the 1950s, Pepsi reportedly lost its dominant share of the beverage market in at least one southeast Asian country after changing its vending machines and coolers from a deep regal blue to light ice blue.

Color meanings may contradict each other across borders.

Deakin Business School

Black may symbolize death in western culture, but white is the color of death in parts of Asia. White is the bridal color in western culture, but red is the bridal color in China.

  • Some messages are conveyed to customers without words, through color and imagery;
  • So,here the main asset to reject the drink is the color because the color is same as Kerosene more over packaging of the drink also plays a important role in its sale and promotion and from the findings it is clearly noticed that the availability of pepsi blue is confined to urban areas only, it failed to avail at rural areas and even the advertisement is not done properly in the rural areas moreover color is a sensitive matter changing it suddenly and drastically reflects the sales of the product;
  • Therefore, when people thought of Pepsi Blue, they thought it would taste like Pepsi, not a super-sugary berry drink.

Red symbolizes joy in parts of Asia, but it signifies mourning in parts of Africa. Realistically, not every color will evoke strong emotion. If I wear a green shirt to give a presentation in the U.

International Business: Color meanings can be lost and found in translation

However, green in another context or culture may cause embarrassment or hinder packaged product sales. No color has consistent meanings across every culture. This is fortunate for the many global brands on the web that feature blue as the dominant color.

THE DISASTROUS PEPSI BLUE

Color sets the tone for your thinly sliced expectations in the marketplace. And, as the saying goes, you don't have a second chance to make a first impression. To avoid unpleasant surprises, check various international color charts or wheels and perform direct customer research for more detailed input. Free online references include the following: The best lessons learned about international color preferences come directly from real customers, not books.

Remember Pepsi Blue?

After designers visited the homes of Hispanic staff, the Swedish furniture retailer realized subdued Scandinavian color preferences were not bold enough for Latino tastes. The company consequently warmed up showroom colors to improve performance in the U.

  • Color sets the tone for your thinly sliced expectations in the marketplace;
  • What may be seen as positive in one culture may be negative in a neighboring country;
  • In the 1950s, Pepsi reportedly lost its dominant share of the beverage market in at least one southeast Asian country after changing its vending machines and coolers from a deep regal blue to light ice blue;
  • Red symbolizes joy in parts of Asia, but it signifies mourning in parts of Africa;
  • Follow him on Twitter at AdamWooten;
  • In 2002, Pepsi released its new soft drink, Pepsi Blue.

Some messages are conveyed to customers without words, through color and imagery. Companies like IKEA that actively research international customer color preferences will convey the right intended message, resulting in improved marketing and fewer international missteps. Adam Wooten is director of translation services at Lingotek.

He also teaches a course on translation technology at BYU.

  1. And, as the saying goes, you don't have a second chance to make a first impression. For this reason, businesses will see greater success in international marketing when they research important color meanings and use those colors appropriately to reach their target markets.
  2. Realistically, not every color will evoke strong emotion. White is the bridal color in western culture, but red is the bridal color in China.
  3. Pepsi did not understand how to properly name and market their new product. As interreligious violence continued, the mobile operator even considered changing its brand name entirely in the region.
  4. As I mourned the news, I wondered why Pepsi Blue had failed. This is fortunate for the many global brands on the web that feature blue as the dominant color.

Follow him on Twitter at AdamWooten.