Digital Strategy-Pepsi
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PepsiCo has a digital marketing strategy to gain market share among 16-24 year olds by positioning Pepsi as the "sexy" and "cool" brand. The campaign will feature stylish spokespeople like Anna Wintour and Fernando Torres to endorse the slogan "Form is temporary, class is permanent" and promote the idea that drinking Pepsi is classy. Over six months, the $300,000 budget will be used to generate buzz around hashtags on Twitter and Instagram and create a new Pepsi label through a contest in order to associate the Pepsi brand with being classy, sexy, and cool.
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Digital Strategy-Pepsi
- 1. PepsiCo Digital Marketing Strategy By: Anthony Wieber
- 3. Campaign Gain Market Share Position “Sexy” Factor, The Cool are drinking Pepsi
- 4. Campaign Slogan “Form is temporary, class is permanent” Drinking Pepsi is Classy, Sexy, and Cool no matter where you are
- 5. Big Idea’s New Label Contest /Pepsi and Me Classy/Fashionable Spokespeople
- 6. Spokespersons Stylish/Chic Anna Wintour Designer and Fashion Mogul International Sports Star Fernando Torres Chelsea FC & Spanish International
- 7. Target Audience 16-24 years old Male & Female Tech Savvy, Early Adopters, Trend Setters
- 8. Tools and Strategy #PepsiLabel on Twitter #PepsiAndMe on Instagram
- 9. Budget o 6 Months o $250 per hour o 8 hour days o 5 days a week oApprx. Budget ~ $300,000
- 10. Summary oGenerate buzz around Pepsi Brand Become Classy, Sexy, Cool brand to be associated with oCreate new logo oUse a select few celebrities/icons to sell the new brand image oUtilize Twitter and Intsagram as base of campaign