ELI5: Why does Coca-cola still advertise?

[u/bigdubsy]

Why do companies that have seemingly maxed out on brand recognition still spend so much money on advertising? There is not a person watching TV who doesn't know about Pepsi/Coke. So it occurs to me that they cannot increase the awareness of their product or bring new customers to the product. Without creating new customers, isn't advertisement a waste of money?

I understand that they need to advertise new products, but oftentimes, it's not a new product featured in a TV commercial.

The big soda companies are the best example I can think of.

Edit: Answered. Thanks everyone!

Edit 2: Thanks again to everybody for the discussions! I learned alot more than I expected. If we weren't all strangers on the internet, I'd buy everyone a Pepsi.

[u/Sammzor]

God, the ways they try to make you feel like they care about your family. And "If you care about your family you will buy our product".

Just notice all the advertisements (especially billboards) that only show a person standing there smiling next to some text. Emotion sells!

[u/CommercialPilot → u/Sammzor]

Here's a little trick I always used back when I sold tires for a dealership:

I'd inspect the tires, measure with a tread depth gauge, and if they were bald/cracked/dry rotted then I'd say to the customer "Well ma'am, your tires are really quite wore out. I wouldn't feel safe driving my family around on these tires to be honest with you. We can get you a price on a new set of tires if you'd like, then we can go from there?"

Works like a charm. If a person thinks their safety or the safety of their family is at risk...that plays a big factor when trying to sell them an item.

[u/EatSleepJeep → u/[deleted]]

Feel felt found is a technique for overcoming a soft objection. Let them know you understand how they feel, others have felt the same, but they found it worked well for them. You don't have to use those words though.

I understand you have some concerns about the color, that it might be too bright. I've had some others express the same concern that it might be too bold. All of them that choose it; however, now think its the best feature and they get a ton of compliments on it.

[u/brownieapple → u/EatSleepJeep]

Ah, thanks! Never knew there was a name for that.

[u/brownieapple → u/[deleted]]

Haha that's okay! I appreciate the effort I now know what it is called. I used to work at a clothing company as an assistant manager for 5 years; I've learned a lot of useful social engineering skills, but i have no idea what they would be called. So this is a start! Thanks again.