Reinventing soft drinks, strategies to re-entice consumers
April 13, 2012
In contradiction to the inherent effervescence of its products, carbonated soft drink (CSD) manufacturers are finding the current U.S. market less than bubbly.
Dr Pepper Snapple Group, Plano, Texas, collaborated with Marvel Entertainment for a limited-edition collectible can series, an online game and a new commercial organized around the upcoming feature film “Marvel’s The Avengers.”
Purchase, N.Y.-based PepsiCo unveiled an “Internet Taste Test” for its new reduced-sugar Pepsi Next variety. Designed to be a digital incarnation of the product’s “Drink it to believe it” premise, the product’s marketing campaign encourages consumers to take their first sip of the cola at Walmart Supercenter sampling events, at similar events in 40 national cities or online via its Internet Taste Test.
PepsiCo, Purchase, N.Y., announced that Pepsi Next, a cola with 60 percent less sugar than Pepsi-Cola, will launch nationwide March 26. The cola’s launch is intended to meet the needs of a segment of consumers who are resistant to full-calorie and diet soft drink offerings, the company said.
Sprite, a brand of The Coca-Cola Co., Atlanta, launched a search for undiscovered and “uncontainable” basketball players from around the world. Twenty-four amateur players will be chosen to represent either Team Sudden or Team Intense in the Sprite Uncontainable Game at the 2013 NBA All-Star game in Houston.
PepsiCo debuted its new Diet Pepsi marketing campaign, “Nothing Refreshes Like a Diet Pepsi,” during the 69th annual Golden Globes awards show in January.
Dr Pepper Snapple Group debuted its new “Always One of a Kind” advertising campaign for Dr Pepper that continues the brand’s 125-year celebration of originality.
With a company history as vibrant as its flagship brand, Big Red Inc., Austin, Texas, is ramping up its efforts in 2012 to expand its Big Red brand throughout the United States as well as to honor the loyalty of those who have enjoyed the flavored carbonated soft drink (CSD) throughout the brand’s 75-year history.
Showcased in Admiral Beverage Corporation’s Worland, Wyo., production facility is a banner with a quote from famed news anchor Tom Brokaw: “It’s easy to make a buck. It’s a lot tougher to make a difference.” Nevertheless, the latter is what Admiral Beverage constantly is trying to do. With its headquarters situated in a town of just more than 5,000 people, a sense of community is engrained in the company’s roots — along with a passion for its business.
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