Friday, March 21, 2008
Pepsi's new product and new marketing plan--excited about both
According to a UTalk Marketing's March 14 article, Pepsi will be releasing a new no-calorie, caffine-free carbonated fruit-flavored soft drink called Tava. Pepsi is targeting women ages 35-49, but is going through an untraditional route, especially for this demographic; they're using viral and buzz marketing to reach this target audience, which will be an interesting approach of which I'm excited to see the results of.
They are using viral campaign techniques such as creating its own website, tava.com, and creating banner ads. What I believe to be Pepsi's most clever tactic is sending out samples to employees of companies that are considered opinion influencers such as Google, MTV, and Apple. They are also utilizing buzz marketing by giving out samples at hip festivals and entertainments and through some businesses on the trendy Lower East Side of Manhattan.
Frank Cooper, vice president for flavored carbonated soft drinks at Pepsi-Cola North America, justifies his decision to use these up-and-coming marketing techniques for this particular demographic by stating although this isn't the typical tech-savvy market segment, "There’s a group in that category that’s ‘reborn digital.’ They’ve lived through the change and learned to adapt to it... this consumer spends significant time online, although what they do may differ from the younger consumer. They’re not I.M.-ing their friends; they’re looking at e-mail or looking up information about travel, music, food.”
Looks like Pepsi knows what it's doing, and I predict successful results.