Pepsi overtakes Coke as world’s most effective brand in Effie Index
Pepsi has been named as the world’s most effective brand in Effie Worldwide’s 2018 Effie Effectiveness Index, replacing last year’s top brand Vodafone.
Pepsi swapped places with the mobile network, which dropped to fourth in the ranking. Pepsi also overtook arch-rival Coca-Cola, which fell from second to third – swapping places with McDonald’s.
The rest of the top 10 brands was made up of Movistar, IBM, KFC, Chevrolet, Mastercard, Burger King, Poker and Sr Toronjo, with the last three of these tied for tenth place.
Pepsi’s parent company PepsiCo was also recognised in the most effective marketer category, rising from fifth to second – behind only Unilever, which retained its place at the top of the list. It is the fifth time since the ranking began in 2011 that the FMCG giant has been named most effective marketer.
Procter & Gamble, however, fell from third to sixth – marking the first time since 2011 the Gillette and Pampers owner did not make the top five.
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