During the reveal, most participants (whether right or wrong in their guess) realized that without looking at the can, they were unable to discern between the beverages. At 2:47, a participant remarked that,
When you’re not tasting them blindfolded, you’re not seeing that Coke has totally built itself on being an athletic brand. Whereas Pepsi has built itself on being almost like entertainment and music.
Most of the participants assigned emotional or nostalgic value to the brands. These people are brand loyalists in a basic sense of the word. To elaborate, they buy into the product via the branding and marketing efforts. Because of their loyalty, they would much rather purchase the product they feel most strongly about despite being unable to discern it’s flavor from a competitor.
However, brand loyalty requires more than a positive recollection of product packaging in 2017. Today, loyalty marketing strategies are employed in the form of incentive-based programs to ensure brands are encouraging maximum customer retention. So the question is, how are you encouraging brand loyalty in 2017?