Is TikTok Dr. Pepper's secret weapon against Pepsi?
Dr Pepper surpasses Pepsi in market share on the U.S. market. Despite Pepsi being mentioned more frequently in spoken media, Dr Pepper’s reach per mention is higher due to a well-balanced presence across multiple platforms. Could this be the secret ingredient to their recipe for success?
In June, CNN and other outlets reported on Dr Pepper's success in relation to its competitor Pepsi. The two soda giants have traditionally held their constant silver and bronze positions behind the eternal number one, Coca-Cola. However, Dr Pepper has now surpassed Pepsi in market share, especially in the U.S. market. As we should, we put our ear to the ground to see how both are performing in spoken media. With our analytical glasses on, we can now announce that we have a result.
Quantity over quality
As we analyze our monitoring of Dr Pepper and Pepsi, the first thing that stands out is the number of mentions. Pepsi leads in terms of total mentions this year, but as the saying goes: quality over quantity. Despite Pepsi being mentioned more often than Dr Pepper, the average reach per mention is higher for the new silver medalist. How can this be? Let’s examine the distribution across different media platforms. Using a balanced approach, we can see that Dr Pepper has an even spread across YouTube, podcasts, and TikTok, while most of Pepsi’s mentions come from podcasts, with only about a fifth coming from TikTok.
A quick look at the distribution across different media platforms—TikTok, YouTube, and podcasts—provides insight into how the brands could balance their efforts for greater impact. Pepsi's distribution is shown in the graph on the left, while Dr Pepper's is on the right.
Niche or broad context?
As we know, TikTok is a fast-moving platform where trends shift quickly, and sound plays a central role. One ingredient in the success formula could be Dr Pepper’s presence and collaborations on TikTok. When we look at the contexts All Ears has identified, Dr Pepper's distribution is more consistent, focusing on themes like relationships and family life, as seen with The Royalty Family. In contrast, Pepsi has a broader palette, with peaks in both sports and family life.
Beyond the obvious context of 'Food & Drink,' Dr Pepper maintains a more consistent presence in its mentions, which could be crucial for audience targeting and brand perception. Pepsi's context is displayed in the graph on the left, while Dr Pepper's is on the right.
Sound has always influenced humans, long before we learned to read and write. So, it's perhaps not surprising that spoken media is generally quicker to grasp than written text. Today, the spoken word is available to us on-demand, through podcasts and social media. Unlike other social listening services, All Ears is the only one that truly listens - and at scale. Up to 1,000 hours of spoken media are listened to and transcribed daily, allowing you to stay updated with the latest trends.