Pepsi
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Soft drinks giant PepsiCo joined Coca-Cola in reinvigorating its flagship brand by launching a blue version of Pepsi-Cola.
Pepsi company believed the cherry flavoured drink would reinvigorate the cola category by appealing to teens and young adults.
With its unique look and taste, Pepsi Blue had the potential to reinvigorate the cola category. They were convinced innovation is the key to growth. Within the span of 15 months alone, pepsi came up with exciting new products like Mountain Dew Code Red, Pepsi Twist and Sierra Mist, and consumers - particularly teens and young adults - will responded enthusiastically to new carbonated soft drinks. Pepsi Blue would also do for cola what Code Red did for Dew - that is, grow the entire category.
The launch of Pepsi Blue reflected the success of Mountain Dew Code Red, one of the few drinks to draw new consumers recently, which was introduced by Pepsi.
Pepsi followed much the same marketing pattern for Pepsi Blue that it did for Code Red, by gradually building Pepsi Blue awareness among retail customers and consumers. Sampling efforts begun in teen hangouts and other youth-oriented venues in few weeks. The impending introduction of Pepsi Blue was also teased on the Internet, outdoor postings and other non-traditional outlets...