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I settled for a coke today. :laughing:
You made the right choice.
In a Quebecer’s Heart, Pepsi Occupies a Special Place

New York Times
By IAN AUSTEN
Published: July 30, 2009

IN 1967 Charles de Gaulle created a media and diplomatic storm after he fueled Quebec’s separatism by shouting “Vive le Quebec libre!” from a balcony at Montreal’s city hall.

Last month the former French president’s endorsement of a Quebec nation reappears in a television commercial selling Pepsi to the province’s French-speaking majority.

The ad, which marks the soft drink maker’s 75th anniversary in Canada, is in keeping with Pepsi’s unusual history. Since the 1970s, Pepsi’s Quebec bottling unit has gone its own way, using marketing that appeals, in various ways and with different degrees of subtlety, to the nationalistic sense of the province’s French-speaking population.

Quebec is one of the developed world’s few markets where the positions of Pepsi and Coca-Cola are reversed. According to ACNielsen MarketTrack, Pepsi’s main brand commands 29.9 percent of the retail soft drink market in Quebec, based on volume, compared with 12.3 percent for Coke.

And all of the brands owned by Pepsi control just over 60 percent of the province’s soft drink business — a dominance that even led to a common slur. The Canadian Oxford dictionary defines “pepsi” as derogatory term for a French Canadian, “from the perceived Québécois preference for Pepsi-Cola.”

Until the 1970s, Pepsi followed the approach still used by most advertisers for the Quebec market. Television spots developed for English Canada were double-shot with French-speaking actors substituted if there were speaking roles. For other ads, it was simply a matter of changing onscreen text and substituting French voice-overs.

Perhaps there is no connection — certainly no one at Pepsi will draw the link — but Pepsi’s intense focus on the Quebec market coincided with the political changes of the 1970s which eventually brought the separatist Parti Québécois to power and to many English-speaking residents leaving the province. While Pepsi was being promoted by Michael Jackson in the rest of the world 25 years ago, the company hired Claude Meunier, a moderately successful member of a Quebec comedy duo, to perform tiny sketch comedy pieces as Pepsi ads. Using broad, often slapstick humor, Mr. Meunier spoofed a variety of stereotypical Quebecers, including a hockey player who seemed to have taken one too many pucks to the head.

Mr. Meunier’s characters often spoke slang-laden joual, a dialect that was once mostly heard in working-class, French neighborhoods of Montreal. The ads turned Mr. Meunier into a big celebrity in Quebec and Pepsi became the province’s top soft drink. (Unusually, Mr. Meunier still appears in some of Pepsi’s Quebec ads, although since 2003 he has mainly promoted Diet Pepsi.) In recent years, the Quebec message has been more overt in ads. One mocks Quebec stereotypes from a peculiar provincial law that sets June 30 as the expiration date for most residential leases (and thus transforms July 1 into a chaotic, provincewide moving day) to a Quebec City so cold that an actor must consume a bottle of Pepsi as if it were a Popsicle.

English Canadians don’t escape notice. One ad features a man that Pepsi describes simply as “a tourist” but who dresses unfashionably and acts in a manner that many Quebecers associate with English Canadians. He orders a Coke at a Quebec City restaurant, provoking evident hostility among the French-speaking patrons. Its tagline translates roughly as: “Here, it’s Pepsi.”

The cameo appearance of Charles de Gaulle is not the only portion of the fast-paced and largely humorous 75th anniversary commercial (created by BBDO Montreal), which might offend some. One sequence lumps images of Queen Elizabeth II, Canada’s head of state (or more precisely her waving hand and her hat), and Pope John Paul II with Bonhomme, the snowman mascot of Quebec City’s winter carnival.

While acknowledging that Pepsi’s Quebec ads sometimes push limits in the interests of humor, Sylvain Charbonneau, vice president for Pepsi’s Canadian bottling group and its director general for Quebec, said that during his 20 years with the company in Quebec, he had never known it to be second-guessed by the Canadian head office, which is in suburban Toronto.

“It’s easier for us to have credibility with 60-point share, but that wasn’t the case 25 years ago,” he said in a boardroom at a recently upgraded bottling plant in an industrial area of Montreal. “They listen to us, give a chance to take risks, make mistakes. It was important for them to have someone who understands the market.”

Coke has done some Quebec-specific advertising, although none for the last two years. In advance of next year’s Winter Olympics, which will be held in Canada, David M. Moran, a spokesman for Coca-Cola Canada of Toronto, said that the company would feature Quebec athletes in forthcoming commercials. He said the company had signed “a major Quebec celebrity” to act as a spokeswoman, although he declined to identify her.

While tailoring its message to French-speaking Quebecers has been successful for Quebec, Mr. Charbonneau acknowledges that the approach may not be appropriate for many companies.

“It’s more costly for a population of seven million to do a unique advertising campaign year after year,” he said. “It costs you more per capita than it would for the U.S. with 300 million people. But it pays out for us and Quebecers don’t mind laughing about themselves.”


The ad mentioned in article with Charles de Gaulle also contains a shot of Pope John Paul II when he visited Quebec.
I want a Pepsi!!!!  ;D Coke tastes metallic to me, even from a foutain. Great commercial. I love much food porn.
(03-24-2011, 02:19 PM)candyapple Wrote: [ -> ]I love much food porn.

LOL.  You might want to be careful which threads your saying that in.
Personally, I love all kinds of soft drinks. But Diet Pepsi has always beaten Diet Coke hands down. Diet Coke must be one of the worst soft drinks. Coke Zero's not bad but it can leave a really strong aftertaste.
(03-24-2011, 01:57 PM)candyapple Wrote: [ -> ]I settled for a coke today. :laughing:

Ewww.
(03-24-2011, 02:33 PM)Reena Wrote: [ -> ]
(03-24-2011, 01:57 PM)candyapple Wrote: [ -> ]I settled for a coke today. :laughing:

Ewww.

Agreed! Coke is the TLM of pop!
I use Coke to clean my battery cables and Pepsi if my blood sugar is really low.  So....yea..
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