Cross Marketing at its Best. Pepsi Cola and Bathing Apes
Many companies try to find the most innovative ways to get their products out to the masses. The Pepsi Cola Corporation is one such firm that accomplished this feat. To achieve this Pepsi recruited famed fashion designer Nigo from Japan to create a set of limited edition Pepsi. This merging of urban design and Pepsi was bound to have great impact on the marketing side of the Pepsi product, but also increase sales and customer awareness to both brands.
Fashion designer Nigo, is the creator of the popular urban clothing wear, Bathing Apes, in Japan. His style and use of limited edition for his clothes has created a cult like following in Japan. It only made perfect sense for both Nigo and Pepsi to join forces. The release of limited edition Pepsi, designed by a high demand designer could only bear sweet fruit for both entities.Pepsi and Bathing Apes would benefit each other through this marketing plan. From one perspective Pepsi reaches a market that could see them as hip and cool. BAPE would be exposed to a new audience resulting in interest a product many people never heard about. The use of Nigo’s own style of limited edition goods could only help. This type of marketing make the product more desirable as there is only a limited amount available. This not only creates a great demand, but it sets the product apart from its competitors as it is exclusive and one of a kind.
Another big benefit to be obtained through Pepsi and Bathing Apes was the increase in sales. With the release of the limited edition Pepsi’s, designed by Nigo, there was sure to be an increase in sales in the short run. The increase in sales affected Bathing Ape sales positively. The demand in the designer Pepsi cans resulted in a peak in interest for the popular BAPE clothing. This was a win win situation as a company’s main goal is to make a profit. This also helps them in the long run; sale wise as people could become attached to a brand, just because of the cross marketing. So Pepsi could receive customers who only drink their product because it was once associated with designer Nigo. The same could held for Bathing Apes as they receive customers who discovered their product through the limited edition Pepsi.
In closing the choice of Bathing Apes, Nigo and Pepsi to join forces was a brilliant idea. It allowed for two highly reputed brands to join forces and push their respective product. The two would benefit from exposure to each demographic market that they controlled. The combination of Bathing Ape and Pepsi was a positive match especially for a culture that loves the street design and soda pop. BAPE and Pepsi was a perfect decision, one which both companies would not regret. Pepsi and Bathing Ape would benefit tremendously from this marketing plan. The increase in demand would result in an increase in sales, making both companies very happy.
About the Author: James Dalton writes on various topics from Bathing Ape / BAPE
to Bathing Ape and Pepsi . For more articles like the one presented above, please visit his website Bathing Ape / BAPE for similar articles.
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