“The most perfectly designed package in use.” Above statement was made by Raymond Loewy on six and half -ounce bottle of coca-cola folks in Atlanta (coca-cola base) obviously felt that coke bottle was there greatest strength. They used that in every add and even trade marked it.
But every strength has a inherent weakness Guerrilla marketer know that.
It was mix of Economic situation and shrewd use of Guerilla tactics in early thirties, which help minnows of cola war raise their head above water line. In great depression, cash was scantly available.
Pepsi cola’s key marketing approach was 12- ounce bottle that would sell for same nicked that would buy only six and half ounce of coca-cola. It was a brilliant strategy executed in a spectacular way it hit mark, especially with young cola, kids went for quantity rather than quality. Pepsi use this old saying and hit bull’s eye. It was a perfect guerrilla attack. With limited budget coca-cola spent around $15 million in that year while Pepsi went with 12 ounce bottle with a $600,000 ad budget.
Now coke was in fix. They can’t go for each bottle capacity increase without scraping a billion dollar and their greatest strength six and half ounce bottle.
Guerrilla knows how to exploit situation. Even a over whelming competitor strength. Pepsi know it would be difficult for coke to turn back and attack is a swift action and they will have a big time gap between reaction, a year or two.