Pepsi Lipton Case

1980 Words4 Pages
bulb-icon

Recommended: Pepsi advertisement analysis

Problem

PepsiCo selected Brisk Iced Tea as one of three brands that would advertise during the 2011 Super Bowl, which would be the first mainstream ad for Brisk since 2002. Brisk recognized the Super Bowl TV spot as an opportunity to introduce its brand to young millennial males and Hispanics through a viral advertising campaign. Brisk needed to choose an integrated advertisement campaign that would create positive word-of-mouth buzz for its brand within the targeted customer segments.

Analysis

The Company

In 1996, Brisk introduced a memorable advertising campaign that used the phrase “That’s Brisk Baby!” incorporating claymation characters and stories. The product from Brisk was a ready to drink tea targeted at young adults, who were seeking a caffeinated, cold, and flavorful substitute for soda. Positioned as a value brand with a personality, Brisk offered 6 flavors for 99 cents in a 1liter bottle or can, yet market research showed that consumers thought the drink was artificial, sugary, and sweet. In 2002, Brisk retired claymation advertising and did not promote its brand in mainstream advertising until the small “Make your Mark” promotion. By 2010, Brisk lagged far behind its rivals with a non-existent online presence in social media. With the 2011 Super Bowl ad as its launching point, Brisk wanted to reintroduce its brand as one with an attitude that embodied edge, coolness, and ability to provide energy.

The Customers

Brisk’s identified that the targeted market segments of millennial males and Hispanics, who desired caffeine without the sacrifice of coldness and flavor. Hispanics were the largest minority group and comprised 20% of the millennial demographic. 75% of the millenials were single, another 75% ...

... middle of paper ...

... back to school alignment. The word of mouth effect would be stronger in this time frame because of first day of classes dialogues (catch up dialogues) would be more prevalent and the probability to discuss entertaining social media would be higher.

Brisk developed an iconic brand in the late 1990s and the legacy would be easier to revive than to recreate. Therefore, Brisk should take advantage of its history to propel itself towards the future. With an established marketing plan for the year, Brisk would be able to inform the millennials and Hispanics why Brisk would be an expression of self and carry the momentum to develop a powerful online presence within the social media arena.

Exhibit 1 – Dollar Sales and Market Share Growth of RTD Tea Brands
(Source: Pepsi-Lipton Case)

Exhibit 2 – Comparison of Advertising Campaigns

Exhibit 3 - Timeline

Show More
Related

  • Dr Thunder: Advertising Scheme

    1235 Words  | 3 Pages

    From the review of U.S Census on the size of the market segment to which the marketing campaign of Dr. Thunder would target, it has been found that the marketing campaign would target around 3 million Americans. Over the past 10 years, it has been noticed that the target market segment has grown for about 7.7% (United States Census Bureau, 2013). Moreover, the target segment would expand by another 8.9% in the coming ten years. Upon understanding the dynamics of soft drink industry in USA, it is found that the following three factors have an impact on the consumer behavior of this industry:

    Read More

  • Market for Health Drink in the UK

    1559 Words  | 4 Pages

    The fruit juice and health drinks market has, over the past couple of years, seen a massive growth both in terms of sales and of the increasing demographic of customers that are choosing to purchase the products, especially at the expense of carbonated drinks. In 2006 the estimated value of the total market was £2.77 billion at retail selling price, having grown from 30.7% in 2002 (Key Note, 2007). Innocent Drinks are the markets biggest player with a market share of around 62% , selling in excess of 600,000 drinks every week (Barnett, 2005) The business is currently valued at £100 million. Not only content with being the largest distributor of smoothies the business has branched out to start the selling of "thickies" – a yoghurt based drink which promises to be a hugely innovative idea and also water based fruit drinks aimed at children.

    Read More

  • Coke Vs Pepsi Case Analysis

    2171 Words  | 5 Pages

    1) Political – like tobacco companies in the late 20th century, food and beverage companies can

    Read More

  • Case Study: Green Ox

    1380 Words  | 3 Pages

    In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different

    Read More

  • Sprite Commercial Analysis

    627 Words  | 2 Pages

    In my commercial LeBron James a Professional Basketball player is trying to get us the consumer to buy the product. He grabs our attention by saying “I wouldn’t tell you to drink sprite even if I was in a commercial for sprite”, While the guys in the commercial or trying to get him to say "Drink Sprite". The reason for this commercial is not to tell people what to do but give them the option to drink or try the soft drink. Sprite was introduced in the United States in 1961 by the Coca-Cola Company, with its colorless lemon and lime flavored, caffeine-free soft drink. Sprite was developed in West Germany in 1959 as Fanta Klare Zitrone which means (“Clear Lemon Fanta”) and introduced in the United States as Sprite. This soft drink was a response

    Read More

  • Crescent Pure Case Study

    2613 Words  | 6 Pages

    As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there

    Read More

  • Dr. Pepper/Seven Up, Inc.

    1741 Words  | 4 Pages

    The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.

    Read More

  • Rhetorical Analysis Of Coca Cola

    1526 Words  | 4 Pages

    Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”

    Read More

  • Effects Of Caffeine Addiction Essay

    1338 Words  | 3 Pages

    Scrutiny of caffeine and its effects has increased dramatically in the last 20 years, due in part to an increase in consumption of caffeine. In fact, coffee consumption among young adults rose to 3.2 cups per day in 2008 from 2.4 cups per day in 2005 (Rokerya 1). For instance, in a one hour period, on Richland College’s on-campus Starbucks, the author took note of how many customers arrived and purchased a cup of coffee. Between 8:00 and 9:00 AM, there were 51 customers, implying that – especially at college - many people are dependent on coffee in the mornings. However, the results from these studies are inconclusive and often somewhat contradictory – many studies (such as that by Tetsuya Ohara et al.) show that caffeine is a great boon to

    Read More

  • Soft Drink Industry Porter's Five Forces Analysis:

    1671 Words  | 4 Pages

    Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...

    Read More

  • Analysis Of Pepsi's Scary Halloween

    1046 Words  | 3 Pages

    A small smile, a booming laugh, and a little play on words helped Pepsi’s ad “Scary Halloween” reach viral status on social media in 2013. Ads can be a triumph or a failure depending on how well the rhetorical appeals of logos, ethos, and pathos are used to convey an ad’s message. This ad’s largest draw was its use of pathos, making the viewers laugh and smile alongside Pepsi over their sly jokes.. “Scary Halloween” also engaged the audience by causing the viewers to cringe at the thought of their chosen soft drink being replaced. Pepsi also has massive amounts of credibility in the soda industry since it has been on the market for over 100 years, giving it ample room to poke at its competitors. Pepsi’s Halloween ad was successful because of

    Read More

  • Target Markets for Different Companies

    1144 Words  | 3 Pages

    ... a cola option that is “guilt free”. They also push the fact that it tastes the same as regular Pepsi telling them they don’t have to sacrifice taste for lower calories like most diet products. The target women is in her 20’s and 30’s single, dating age so she watches her weight. Diet Pepsi is a great option for her at the bar as well. She is middle class to upper middle class in a city, and she has no children. She dates a lot and is outgoing, she drinks and eats diet products because like all women her age she wants to look good and dreads going up a pants size.

    Read More

  • Exemplary Leader: Indra Nooyi

    1893 Words  | 4 Pages

    Useem, M. (2008). New Ideas for This Pepsi Generation. (cover story). U.S. News & World Report, 145(12), 49.

    Read More

  • Subliminal Advertising: The Use Of Advertising In Movies

    1209 Words  | 3 Pages

    Coke is one of the most versatile brands for product placement. Coke brand product placement can range from anything to just drinking Coke to Coca-Cola refrigerators and coolers. Coca-Cola Product placement wasn’t originally pursued by the company. It was a placed in many scenes organically because the film makers believed that it “truly belonged” in the frame. Coca-Cola product placement eventually got so big that the company set up an office in Los Angeles to authenticate coke reference in different films. One of the brands most notable film roles was in the 1982 movie E.T. where the main character is seen opening a can of coke. Coke isn’t just an American brand it is also a global brand, where it is depicted in many foreign films just as frequently as American

    Read More

  • Coca-Cola Brand Image

    809 Words  | 2 Pages

    Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, will have tons of hidden meanings. Coca-Cola may not always intend to present the same hidden meanings, but will always intend for their audience to see a commercial and hopefully crave a Coke product. I found a Diet Coke ad that really caught my eye in the August issue of Southern Living, a magazine for women. The ad, titled High School Reunion, pictured four Coke bottles in a diagonal line. The first bottle, a new unopened Diet Coke bottle, is pictured at the top left-hand corner of the page. The next two Diet Coke bottles are supposedly being consumed. At the bottom right hand corner of the ad page you see the bottle is empty. This reveals the conversation of a young woman contemplating the plans for her high school reunion. Over all Coca-Cola is believed to put these claims, supports, and warrants in their ads to make their product more appealing to the consumer.

    Read More

More about Pepsi Lipton Case

Open Document