Pepsi-Cola has become synonymous with £multi-million marketing campaigns fronted by international star names such as Britney, Beyonce and Justin Timberlake.
But the drinks manufacturer is adopting a completely new tact to launch a new drink, bypassing traditional media platforms in a bid to reach men and women ages 35 to 49.
Tava is a new line of no-calorie, caffine-free carbonated fruit-flavoured drinks with variants such as Brazilian Samba, Mediterranean Fiesta and Tahitian Tamure being unleashed on the US market.
Rather than going down the usual route, it’s being promoted through its own web site (tava.com), banner ads, promotions and a series of stunts including sampling events.
Targeting key opinion formers is at the heart of the Buzz Marketing campaign – reaching the few who can impact on the many.
Free samples are being strategically delivered to the employees of opinion influencing companies like Google, MTV and Apple.
The drink is being offered through sampling exercises at entertainment events and festivals which draw arts fans was well as through of businesses in the hip Lower East Side of Manhattan.
The focus in online to push the product however comes as digital spend continues to rise, to the cost of other more traditional platforms.
“There used to be an assumption this target was not online,” Frank Cooper, vice president for flavored carbonated soft drinks at Pepsi-Cola North America in Purchase, N.Y., told the New York Times.
“But there’s a group in that category that’s ‘reborn digital.’ They’ve lived through the change and learned to adapt to it.”
He added, “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.”
Buzz Marketing campaigns have successfully carried out for Lee Jeans and Dunkin Donuts in the past. The platform has been an established channel in the USA for more than five years.
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