Pepsi is an iconic soft drink that has evolved into a multifaceted global brand. With it's ever-expanding product lines that include Quaker, Gatorade, and Frito-Lay, and it's growing coverage in the world of "pop" culture, Pepsi is proving that it's more than just the "other cola".
With a long history of cutting-edge marketing, catchy taglines, and quality products, Pepsi has fought hard to get out of the shadow of soft drink giant Coca-Cola. Demonstrating its preferred taste in the 1970's with the blind taste test, Pepsi proved that even among Coke fans, the delicious refreshment of an ice cold Pepsi cannot be denied. The battle with Coke continues to this day; I noticed the other day that The X-Factor, featuring former American Idol judge Simon Cowell, is sponsored by Pepsi- and American Idol is sponsored by Coca-Cola.
One way that Pepsi has established itself as a significant player in the cola war is through its excellent corporate image. With its current tagline of "Live for Now", Pepsi has used the idea of "Now" to establish a strong and effective brand strategy. With a vision that includes evocative words such as "sustainability", "honesty", and "integrity", they state their goal of improving the world in a way that portrays them as a leader in their market, geared towards guiding the generation of today into the excitement of tomorrow. "Live for Now" is used across the IMC campaign with their presence on Twitter, as well as their website, where they promote sponsored events that appeal to their target market of young, hip members of today's pop culture. The website also features a way for Pepsi fans to have a voice, and interact with Pepsi and their brands.
Proposed New Energy Drink
One way that Pepsi has not exactly excelled in the soft-drink market, is in the competitive category of energy drinks. With AMP as its primary offering, Pepsi also sells the less popular No Fear, as well as its line of Starbucks drinks. In terms of the overall energy drink category, Pepsi has yet to stand out with a beverage that stands up to major competitors.
My proposed energy drink line for Pepsi is called Wind.
Logo
With a logo styled to resemble the Pepsi logo, it is designed to allow Pepsi drinkers to see a familiar logo that they can relate to. It also has the circular shape to resemble the spherical shape of Earth, which is symbolic of the natural composition of the drink itself. I chose blues and whites and greys as the colors, as they are colors that are associated with wind and air.
Tagline
The tagline for Wind will be "Harness the Power of Nature". This is a play off of the fact that Wind as an energy drink, as well as one of the four natural elements of nature, has the ability to provide energy. This, along with the other elements of design incorporated into the branding, will evoke a feel-good set of emotions associated with Wind. It will also appeal to customers that seek energy in a natural form, while still adhering to Pepsi's overall vision of improving the world through it's products.
Brand Promise
The brand promise is to offer energy in a natural form, in a way that uses natural, sustainable energy in its creation, to offer natural, sustainable energy for your body. It is good for the Earth and good for you, giving you the same push as the wind at your back when you need it most.
Brand Personality
The personality of the brand will be one of wholesome, natural goodness. Unlike other energy drinks geared towards athletes and extremists, Wind will appeal to nature-lovers, tree-huggers, and regular people who practice an eco-friendly lifestyle that need a boost now and then. It will create a warm, fuzzy feeling in the market by promising a smaller carbon footprint, and less negative effects on your body without compromising its energy-giving abilities.
Package and Labeling
Wind will be packaged in a biodegradable bottle made from cellulose. Pepsi has already developed this technology, and Wind would be a perfect opportunity to really push this new innovation in bottling. The bottle will be resealable and very minimalistic. Without any extra packaging, the label will be directly printed on the bottle with vegetable-based ink. The clear package will also feature a picture of a windmill against a blue cloudy sky printed so that it can be seen through the inside of the bottle.
Unique Selling Proposition
There are several foods on the market that claim to give natural energy, and there are several juices that offer superfoods as the ingredients, but there is not one energy drink on the market that claims to be good for the environment and good for your body. It will also be one of the only products on the market advertising its green packaging. It will be formulated with natural unprocessed sweeteners such as honey and fruit sugar, and feature superfoods blueberry, banana, acai berry, and goji berry juice, all proven antioxidants that improve health and sustain energy. Bananas are also natural sources of B vitamins. It will also have a blend of Milk Thistle for liver cleansing, green tea extract for energy and metabolism, and naturally grown Wisconsin ginseng for alertness. There will be two options offered for this drink, but the first offering will only have 100mg of caffeine per bottle, which is low compared to the 160-240mg found in most energy drinks. The second variety will be called 2nd Wind, and offer the higher amount of caffeine (240mg) for when people really need the extra boost. This second product, for discussion's sake, will not be involved in this initial branding, but rolled out at the same time as Wind. This unique aspect is what will set Wind apart as a unique offering in the energy drink market.
Brand Equity
With many salient qualities, Wind is sure to gain brand equity among its target market by its overall brand personality, and its unique formulation that features all natural ingredients, superfoods, and a biodegradable package. It will stand out among the crowds of other energy drinks that simply offer sugar/caffeine formulas and carbonated water in a can.
Student Project: All content in this blog is fictitious and is for educational purposes only.
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