When
you consider Atlanta, you consider Coca-Cola. That’s no accident. It’s the
results of a long time of intentional branding, public-private partnerships, and
civic delight. The town and state of Georgia have embraced Coca-Cola not solely as
a beloved beverage model however as a cultural establishment — an emblem of homegrown
success and world affect. From the World of Coca-Cola museum to airport
signage and Olympic sponsorships, Atlanta has wrapped itself in Coke’s
signature purple, and in doing so, amplified its place on the planet.
Now think about this: Pepsi was invented proper right here in North
Carolina. In 1898, a New Bern pharmacist named Caleb Bradham created what would
develop into one of the crucial iconic manufacturers on the planet. In the present day, Pepsi is value
billions and acknowledged in nearly each nation. And but, in North Carolina
— its birthplace — there’s nearly no statewide delight, promotion or
presence tied to the model.
It’s a branding failure. And extra importantly, it’s a missed
financial and cultural alternative.
As somebody who works in occasion sponsorships and advertising, I can
let you know that Coca-Cola is simply as a lot, if no more prevalent, at North
Carolina occasions as Pepsi.
Pepsi could now be headquartered in New York, however its origin story
belongs to us. That ought to imply one thing — not just for heritage’s sake, however
for our state’s financial growth, tourism and cultural storytelling.
Sadly, North Carolina has largely ignored this legacy. The result’s a
Pepsi-shaped gap in our state’s id, and a advertising alternative that
stays shockingly untapped.
To its credit score, Pepsi did make a gesture towards its roots with the Born within the Carolinas marketing campaign — a nostalgic,
regionally focused effort that included branding and packaging. However the
marketing campaign was restricted to North and South Carolina, and in doing so, didn’t
seize the singular delight North Carolina may — and may — declare. Ask any proud
North Carolinian (or South Carolinian, for that matter), they usually’ll let you know:
“The Carolinas” just isn’t a spot. It’s a compromise. A diluted concept that softened
what may have been a daring and lasting branding second for our state alone.
The distinction with Georgia couldn’t be clearer. Coca-Cola and
Georgia have created a virtuous cycle: Coke promotes Atlanta, and Georgia
reinforces Coca-Cola as an inextricable a part of its story. This synergy has
made Coke greater than a model; it’s a badge of regional delight and a magnet for
tourism {dollars}. It’s proof that when a state leans into the manufacturers that helped
form it, everybody advantages.
North Carolina may — and may — do the identical.
Think about a revitalized Pepsi Expertise in New Bern that serves as each a historic exhibit and
an interactive model vacation spot, drawing tens of 1000’s of holiday makers every
12 months. Think about if Pepsi’s North Carolina roots have been prominently celebrated at
main occasions just like the North Carolina State Truthful, Charlotte’s Pace Road, school soccer
video games and even Dreamville Competition. Consider the affect if our state’s tourism
supplies embraced the Pepsi story as an emblem of native innovation and world
attain.
That is greater than a nostalgic train. Place-based branding like
this works. It deepens civic delight, drives financial exercise, and positions
cities and states as dynamic, related, and globally linked. It tells younger
entrepreneurs and artistic thinkers: “If Pepsi may begin in New Bern, what
can you construct right here?”
And there’s purpose to consider Pepsi is perhaps open to that
dialog. The model has, in recent times, leaned into legacy campaigns and
origin tales. There’s an urge for food for authenticity in at present’s market, and
nothing is extra genuine than a world success story born in a small
Southern city.
North Carolina’s tourism, financial growth and cultural
organizations ought to see this as a name to motion. It’s time to cease
overlooking one of the crucial highly effective model tales in our state’s historical past and
begin constructing round it. Pepsi’s roots in New Bern should not simply trivia —
they’re a branding asset, a advertising engine, and a cultural anchor ready to
be embraced.
We will not be Pepsi’s company headquarters. However we’re its
birthplace — and that distinction holds large potential.
So let’s comply with Georgia’s lead. Let’s deal with Pepsi just like the North
Carolina icon it really is. The query isn’t whether or not we can reclaim that story. The
query is: why haven’t we already?
Greg Behr is the Senior Director of PR and Strategic
Communications at Brasco ///, an built-in advertising firm primarily based in Raleigh.
Greg drinks three to 4 cans of Food plan Pepsi per day and likes to preach
on what’s in his direct line of imaginative and prescient.
