Friday, February 10th, 2012
Pepsi competes with Coca-Cola and Dr. Pepper to become the top cola in the world.
Currently, Pepsi is second. And PepsiCo wants to change this and pursue the top spot aggressively.
Experts from Trefis recommend that the company invest in product placement and branded entertainment. These forms of advertising engage the consumer, adding more prominence to the brand.
The research team cited: ?Soft drinks can be seen as lifestyle beverages. Younger consumers in particular tend to be influenced by ad campaigns that show these drinks being consumed by celebrities and famous personalities. PepsiCo has successfully used celebrities like Madonna and Tina Turner to promote its beverages.?
Trefis believes that entertainment is key in engaging the consumer.
PepsiCo has tried creating and sponsoring content to promote the brand. It was a founding partner in the series ?If I Can Dream,? which was a reality show about aspiring entertainers.
Mountain Dew, PepsiCo?s Citrus soda, also invested in branded entertainment with Green Label Sound. This soft drink currently dominates its market.
Source: Trefis
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[...] If Pepsi wants to overtake Coca-Cola as the world’s top soft drink, then it must invest in mor… [...]
They’re going to have a tough time overtaking Coca-Cola. Too much marketing might.
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