CLIENT BRIEF: Create a marketing plan to support the Pepsi and Sodastream partnership (Pepsi Homemade).
TEAMMATES: Perry Lowder, Emily Smith, Daren Lifferth, and Khuyen Le
SITUATION ANALYSIS: The current Pepsi Homemade experience appeals to neither hardcore fans nor current SodaStream users, due to product limitations and perceptions.
MARKET OPPORTUNITY: Craft Soda's popularity is on the rise and is reported to have the potential to mirror craft beer's annual growth of 15% and more. In order to successfully leverage the craft experience, Pepsico needs to overcome the perception that craft soda is "anything not Pepsi or Coke." It's ludicrous to think that Pepsico can truly own craft soda manufacturing, but they can own manufacturing the craft experience. The SodaStream system is the perfect vehicle for that.
OUR GOAL: Leverage the craft experience to make SodaStream a vehicle of promotion for Pepsico's entire beverages portfolio.
INSIGHT: The beauty of craft soda is not the actual beverage, but the process of exploration, creativity and boldness behind each sip.
REBRANDING: The name Pepsi clashes with the craft and maker movements because of its association to a big conglomerate. Because of that, we renamed Pepsi Homemade to Homemade by Pepsi, and incorporated the Pepsi logo in a very small capacity.
BRAND POSITIONING: Homemade by Pepsi: craft boldness
TARGET: Gen Z (12-18 years) because of their bold nature, entrepreneurial/ creative spirits and their $600 billion influencing power in family purchases.
WHY GEN Z NOT MILLENNIALS:
We decided not to target Millennials, because they are more likely to NOT buy into Pepsi because of its big conglomerate status. Millennials are part of craft's big push against Pepsi and Coca Cola, so we decided that it would not be realistic to go after them. By targeting teens, we are presenting the brand in a new light to a target that is already interested in the brand, and fostering a lasting relationship with them.
1) Gen Z shuns conformity and tradition, more so than millennials.
2) They see themselves as Do-Gooders: 60% of Gen Z want to change the word, compared to 39% of millennials.
3) Gen Z are future-focused, realists and want to work for success. They create things and like to communicate with images. By comparison, millennials are present focus, optimistic, and want to be discovered. Millennials communicate with text, and are more likely to share things versus creating them like Gen Z.
PRODUCT UPDATE: We will create more variety with the Homemade by Pepsi Sodastream caps. We will launch craft flavors, as well as classic flavors, and a line of toppers, which will allow for people to mix and match the craft flavors as they please, bringing the experience of creating a craft drink to the home.
Classic bases: Pepsi, Sierra Mist, etc.
Craft bases: Stubborn, Caleb, etc.
Toppers: vanilla, lime, coffee, cherry, etc.
PACKAGING: New packaging designed to take up less shelf space in order to allow for extra room for topper line extension.
PRICE: Topper 4pk: $1.89, Bases: $3.49, Mix & Match Value Pack: $12.99
CAMPAIGN CONCEPT: No rules for tastemakers. Gen Z are tastemakers of culture, and are literal "taste makers" with Homemade by Pepsi. There's nobody who is bolder than them.
SUMMARY OF TACTICS: Mobile app, DIY bottle skins, Gold bottle, In-store sampling, Mix & Match value pack, YouTube Influencers, YouTube Tastemaker Contest.
you — are a tastemaker
you don’t follow trends,
you create them
you aren’t a dreamer,
you’re a doer
you know there’s a bigger world out there
and you will explore it
you will change it
but the first step starts where you are
right here, and right now
so don’t worry about the road far ahead
or the road to success
or even the road less traveled
forge your own road
and live the journey
craft your voice,
craft what you love