PepsiCo is the largest food-and-beverage company in the United States and the second largest in the world after Nestle. Pepsi is the second most recognized beverage brand in the world, after Coke. You may find Pepsi drinks in fast foods such as Taco Bell, Pizza Hut, and Kentucky Fried Chicken. With brands like Pepsi Max, Diet Pepsi had been push to the sidelines. Now PepsiCo is introducing a new package for Diet Pepsi. It has been four years since Diet Pepsi received dedicated attention. Sales have been steady in spite of advertising outlay. To Beverage Digest, though volume has declined, the decline is in line with what’s happening across the diet cola and carbonated soft drink categories (Zmuda, 2011). According The new package is the Skinny Can, and building a major marketing program around it, slated to run throughout 2011. The Pepsi Skinny Can is a full 12 oz. serving, around six inches tall and sassy. Marketing Director at Pepsi, Ami Irazabal said, “sometimes people think innovation is about changing what’s inside. But sometimes I think it’s about celebrating what’s inside in a different way.”(Zmuda, 2011). To help with the launch Diet Pepsi formed a Pop Culture Council which included well known designers and stylists. The idea of getting the skinny or the inside scoop on the latest in culture, fashion, style and design. The Diet Pepsi was an official sponsor of New York Fashion Week in February 2011, here the can was presented as a fashion item and handed out to the trendsetting crew that frequent runway shows. The marketing platform of the new shape of the product and getting the skinny, the inside scoop on fashion, style, and design and celebration of beautiful, confident women (Riley, 2011). The marketing platform was to stop the consumer from thinking as a staple product but think as the fashion and design industries. Retailers such as Target have offered 5 dollar off purchases when you buy a four pack of Skinny. The effort is not without...
References: Pride, W., & Ferrell, O. (2010). Marketing. Mason: South-Western Cengage Learning.
Riley, C. (2011). Pepsi to release new 'skinny can '. CNNMoney , 2.
Wang, S. S. (2011, February 15). The Wall Street Journal. Retrieved August 31, 2011, from Health Blog: http://blogs.wsj.com/health/2011/02/15/diet-pepsis-skinny-can-campaign-riles-eating-disorders-group/
Zmuda, N. (2011). Skinny Pepsi can launch is heavy with controversy. Advertising Age , 82 (8), 3.
Please join StudyMode to read the full document