Steele became a spokesperson for Pepsi, appearing in commercials, television specials, and televised beauty pageants on behalf of the company. With the rise of radio, Pepsi utilized the services of a young, up-and-coming actress named Polly Bergen to promote products, oftentimes lending her singing talents to the classic ".Hits The Spot" jingle.įilm actress Joan Crawford, after marrying Pepsi-Cola president Alfred N. Its jingle (conceived in the days when Pepsi cost only five cents) was used in many different forms with different lyrics. The Pepsi globe is now two-dimensional again, and the red, white, and blue design has been changed to look like a smile.įrom the 1930s through the late 1950s, " Pepsi-Cola Hits The Spot" was the most commonly used slogan in the days of old radio, classic motion pictures, and later television. From 1936 to 1938, Pepsi-Cola's profits doubled.
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"Pepsi-Cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you." Ĭoming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. The jingle is arranged in a way that loops, creating a never-ending tune: With a radio advertising campaign featuring the popular jingle "Nickel, Nickel" – first recorded by the Tune Twisters in 1940 – Pepsi encouraged price-conscious consumers to double the volume their nickels could purchase. Prior to that, Pepsi and Coca-Cola sold their drinks in 6.5-ounce servings for about $0.05 a bottle. Growth in popularityĭuring the Great Depression, Pepsi-Cola gained popularity following the introduction in 1934 of a 12-ounce bottle. On three occasions between 19, the Coca-Cola Company was offered the opportunity to purchase the Pepsi-Cola company, and it declined on each occasion. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. He sought to replace Coca-Cola at his stores' fountains after the Coca-Cola Company refused to give him additional discounts on syrup. Loft was a candy manufacturer with retail stores that contained soda fountains. Megargel was unsuccessful in efforts to find funding to revive the brand and soon Pepsi's assets were purchased by Charles Guth, the president of Loft, Inc. In 1923, the Pepsi-Cola Company entered bankruptcy-in large part due to financial losses incurred by speculating on the wildly fluctuating sugar prices as a result of World War I.
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