PepsiTrueAdvertising&SalesPromotionCampaign1

PepsiTrueAdvertising&SalesPromotionCampaign

MGMT250:Marketing

ProfessorChang

MelBaptista,KellieFitzgerald,AyannaRocker,AnaSaavedra,&CathrynSansoucie


PepsiTrueAdvertising&SalesPromotionCampaign2

TableofContents

I. Background...34

II. Objectives.....46

III. TargetAudience...68

IV. CreativeBriefs.......810

V. ImplementationPlan.....1013

VI. WorksCited.......14

VII. Appendix...1519


PepsiTrueAdvertising&SalesPromotionCampaign3

Background:

Foundedin1965,PepsiCoInc.hasbeenoneofthelargestproducersoffoodand

beveragesacrosstheglobe.ThisAmericanbasedcorporationhasbeentakingoverthe

carbonatedsoftdrinkindustryalongwithcompetingcompanies,suchasCocaCola.PepsiCo

Inc.ismostfamousfortheirPepsisodaandLayspotatochips.Theyhavebeensuccessfulat

expandingtheircompanybybuyingsmallercompetingcompanieslikeTropicana,QuakerOats,

andGatorade.However,inrecentyears,therehasbeenanationwideincreaseinthewaypeople

valuehealthyliving.Thus,allcompaniesinthesoftdrinkindustryhavebeenexperiencing

plummetingsales,includingPepsiCoInc.

AccordingtoNBCNews,sodasalesareattheirlowestlevelsinadecade,withdietsodas

takingthehardesthits(Briggs,2014).Americansareturningawayfromoversugaredand

lowcaloriesodas,andareconcernedaboutthelongtermeffectsofartificialsweeteners.PepsiCo

predictedthischangeinconsumervaluesbackin2013,andCEOIndraNooyiemphasizedthe

needtoadapt:Ifyouletthisgotoolong,anotherthreeorfiveyears,theconsumerwillwalk

away(Briggs,2014).Topreventthelossofcustomers,PepsiCoInc.hasdevelopedanewsoft

drinkthatcaterstoconsumerswholivehealthylifestyles.

Launchedattheendof2014,PepsiTrueisanewersodathatprovideslowercaloriesand

lesssugarthanregularsodainthemarket.Ithas30%lesssugarthanaregularcanofPepsi,and

issweetenedwithstevia,asugarsubstituteextractedfromtheleavesofthesteviaplant.

Additionally,ithasnohighfructosesyrupandnoartificialsweeteners.PepsiCoanticipatedthe

consumershifttowardshealthandwellnessmorethantwodecadesagoandproactivelybeganto

transformitsportfolio,accordingtoPepsiCospokeswomanAndreaCanabal(Briggs,2014).

PepsiTrueAdvertising&SalesPromotionCampaign4

Thisdecisionisimportantandinnovative,andwhenthenewproductwasreleased,PepsiCowas

leaguesaheadofitsrivalCocaCola.WhileCocaColahasrevealedproductsinthepastyear

suchasCokeLife,itwasstillsignificantthatPepsiCoreleasedfirst.Letsnotforget,CocaCola

isthebestmarketeroutthere.Byfar,saysDeanCrutchfield,abrandconsultantforPepsiCo.

Whentheygetitright,theygetitright.Forsolong,theyseemedtohaveaverysophisticated

marketingoperation.Thatschangednotbecauseofthem.Buttheyvebeenlateto(meetthe)

change.Andifyoudontlikechange,youregoingtolikeirrelevanceevenless(Briggs,2014).

CrutchfieldsandPepsiCosmessageisessentiallysurvivalofthemostadaptable.While

PepsiCoistheleaderofnaturalsodasinthecolasector,thisdoesntensuresuccess,especiallyin

afailingmarket.

WiththedecreaseinoverallsalesofallPepsiCoIncproducts,executivesmadethe

decsiontonotsellthisnewproductinstores,andonlysellitonAmazon.comtolower

expendituresandmakemoreoverallprofit.Thiswasasmartmove,howeverlimitstheir

customerbaseanddecreasesvisibilityandavailabilityfortheirbrandnewproduct,whichis

essentialwhenestablishinganewproduct.Betweendecreasesinsodasales,areshapingof

consumervalues,astrongcompetitorinCocaCola,andalimitedavailabilityoftheproduct,

PepsiCosnewPepsiTruehassomelargeobstacles.

Objectives:

TheTrueFanadcampaign(AppendixAandB)designedforPepsisdrinkPepsi

Truewillbesuccessfulinitseffortstoincreasebothawarenessandconsumptionoftheproduct

amongconsumers.Bylaunchingthiscampaignintheheightoffootballseasonandtheannual

SuperBowl,themainpurposeistoattractfootballfanscomprisedofyoungfamiliesandfriends

PepsiTrueAdvertising&SalesPromotionCampaign5

thatenjoygoodfoodanddrinkwhentheycometogetherfortailgatingandviewingparties.With

PepsiasthesponsoroftheNFL,associatingPepsiTruewithsuchasocialeventthatis

widelycelebratedwithmillionsofviewerswillbegreatexposurefortheproductinitsearly

stagesofdevelopmentandlifecycle.

TheutilizationofaPepsiTruemobile(AppendixA)willberesponsibleforfacilitating

themajorityofourtrials,whetheritbeatsupermarkets,sportsstadiumsandarenas,movie

theaters,andothervariouspublicplaceswithhightrafficofourtargetmarketandaudience.The

designofthemobilewillbeconsistentwithourcampaignandourobjectives,especiallyin

facilitatingtrials.Throughvisitingmajorcitiesthathaveastrongsportspresenceandloyalfans,

alargenumberofconsumerswillbereachedandexposedtotheproductandthecampaign.This

Trueadventurewillbeinstrumentalinnotonlyreinforcingthecampaignandgettingthetarget

audienceengagedandinvolved,butalsoremindingthemoftheproductthroughoutthe

20152016FootballSeason.

Thecampaignisdesignedtoalsoincreasebrandloyaltyamongcustomerswhile

attractingnewones.Withthisnewlowcaloriedrinkshows,Pepsiislookingoutforits

consumershealth.WewantourtargetaudiencetorealizethatPepsiisofferingthemahealthier

alternative,whilemaintainingthatgreat,familiartaste.Positioningthisproductasahealthier

alternativetosodaandotherbeveragesiscrucialintoourcampaignasmoreandmorepeople

arebecominghealthconsciousandadoptinghealthierlifestyles.However,itsthePepsiyoulove

with30%lesssugarthanregularpepsiandnoartificialsweeteners(Pepsi)whileitrangesfrom

60to100caloriesdependingonthesizeofbeveragescontainer.Pepsiistrueandloyaltoits

clients,justlikethoseclientsaretrueandloyaltotheirfootballteams.Thepassionthefansfeel

PepsiTrueAdvertising&SalesPromotionCampaign6

towardstheirteamsissomethingthatPepsiTrueadmires,andthiscampaignwillcommunicate

thatthrougheffectivelyaccomplishingourobjectives.

TargetAudience:

ThetargetmarketforthePepsiTruecampaignismenandwomenfromages25to40.

Youngpeopleespecially,accordingtoUSAToday,areincreasinglyrejectingdietsoftdrinks

becausetheydontlikethechemicalsinthem(USAToday).Therefore,theygenerallyturnto

theinternettopurchaseavarietyofproducts,whichwouldincludePepsiTrue.Tofurtherdefine

thetargetmarket,PepsiTruecontainsabout30%lesssugarthanordinaryPepsi,containsno

highfructosecornsyrupandnoartificialsweeteners.Duetotheproductatpresentbeing

releasedexclusivelyonAmazon,thetargetcustomersareactiveonlineusersandfrequentlyshop

online.Thus,thetargetmarketisnarrowedfurthertoyoungpeopleintheirlatetwentiesand

earlythirtieswhowanttodrinkahealthysodaandaresearchingforaneasy,accessibleway

topurchasetheirnecessityitemsduetotheirbusylifestyle.Duetoarecentculturalchangetobe

morehealthconscious,PepsiTrueisintendedforpeoplewhoareonthego,workingclass,and

theyusuallygrabandgowithhealthierfoodoptionssuchasPanera,Chipotle,etc.ratherthan

McDonaldsorBurgerKing.

ThemarketingcampaigniscenteredaroundfootballseasonasPepsiisasponsorofthe

NFL.MillionsofpeoplewatchfootballandthetargetmarketforPepsiTrueisamongthem.

Thus,thecampaignisappropriatelyorganizedaroundfootballfeaturingaslogan,AreYoua

TrueFan.PepsiTrueisbeingmarketedasthehealthysodathattruefootballfansand

athletesdrink.Asthetargetmarketareyoungpeoplewhoenjoytheeaseofpurchasingproducts,

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desiretodrinksodawithoutworryingaboutthechemicalsinthem,andenjoylivinganactive,

healthylifestyle.

Theoverarchingthemeoftheadvertisementcampaigniscenteredaroundfootballseason.

PepsiisamajorsponsoroftheNationalFootballLeagueandasanoverwhelmingmajorityofthe

targetmarketwatchfootball,itwouldbeidealtocenterthecampaignaroundfootballseason.

BeginningwithaseriesoftelevisedadvertisementsonoutletssuchastheNFLNetwork,ESPN,

CBSSports,andFoxSportsNetworks,theseadswillrunfromthebeginningoffootballseason

throughtotheSuperbowlof2016.ThethemeoftheTVadvertisementwillbecenteredon

comparingtheloyaltyPepsihastobringhealthyalternativestoitscustomersandtheloyaltyits

customershavetotheirfootballteams.Next,toincreaseawarenessofPepsiTrue,therewillbea

PepsiTruemobilethatwillfacilitatetastetestingsatfootballstadiumswhereitwillparkinthe

parkinglotoffootballstadiumsandservesamplesofPepsiTruetothetailgatingfans.When

tailgatingfansdrinkasampleofPepsiTrue,theyareencouragedtotakeaphotoandpostto

socialmediausingthehashtag#TrueFanandstatetheiropiniononPepsiTrue.Inaddition,the

PepsiTruemobilewillbeanenergyefficientcarthatfallinlinewithnaturalandhealthy

aspectofPepsiTrue.

Thesecreativeideaswillbeeffectiveincommunicatingwiththetargetmarket.What

drivesaconsumerwithinitstargetmarket,youngpeoplebetween25and40,haveabusy

lifestyle,anddesireahealthieralternativetoordinarysodatopurchase,PepsiTrueisthenatural

ingredientsandbenefitstheproducthas.ThecreativethemeofthePepsiTrueCampaign:True

Fanisappropriateforthistargetmarket.Thethemeistobringpeopletogetherwhilewatching

theirfavoritefootballteam.Now,therewillbeadsonbillboards,printmagazines,andTV

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channels.TheaverageNFLgamethatsbroadcastedonFoxandCBSlastseason,51%ofthe

viewersarebetweentheagesof1849(WhoWatchesFootball).Thetargetaudienceagerange

fortheTrueFanCampaignreachesthebasicagerangeofwheretheTVadswillbeplaced.As

sportsfansareknownfortheirloyaltytotheirteams,itisappealingforaproductandbrandto

portrayloyaltytothehealthofitsconsumersandtargetmarket.Thus,asthecreativeideasall

relatetocomparingtheloyaltyPepsiTruehastoitsconsumerstotheloyaltyofafootballfanto

his/herteam,thetargetmarketwilleasilyunderstandtheconnection.Inaddition,thebuzz

createdonsocialmediaandthephysicalpresenceofthePepsiTruemobilewillincrease

overallawarenessofPepsiTruetonotonlyitstargetmarket,butalsotothosewhoareactiveon

socialmedia.Therefore,thecreativeideasforthisPepsiTrueCampaignwillbeeffectivein

communicatingwiththetargetmarket.

CreativeBrief:

Objective
:PromotePepsiTrueinordertoincreaseitsawarenessandconsumption.

PositioningStatement
:Foryoungadultsages25to40,PepsiTrueistheonlynaturalsoftdrink

thatoffers30%lesssugarandallnaturalingredients,withoutthechemicalsoftenfoundin

competitorshealthfocusedsoftdrinks.Unlikeotherdietsodas,PepsiTruecombinesthegreat

tasteofsodawithouttheartificialingredients,makingittheclearchoiceofhealthconscioussoda

drinkers.

CommunicationStrategy
:IllustratethatdrinkingPepsiTrueprovespassionforafootballteam.

Target
:Youngadults2540yearsold.

Ensureappealtotodayshealthconscioussociety

Createengagementwiththefootballfanbase

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ProductBenefits EmotionalBenefits Personality

Healthier Excitement Passionate

GreatTaste Pride Fun

AllNatural Happiness Sporty

TrialFacilitation
:APepsiTruemobile(AppendixA)willfacilitatetrialsofPepsiTrueat

footballstadiumstotailgatingfans.ThePepsiTruerepresentativeswillalsoencouragethe

testerstogetinvolvewiththesocialmediacampaign.

BillboardPlacement
:Headingintomajorcitiestotargetcommutersandcreatestrongersports

pride.Nearcitiessuchas:Boston,NewYork,Chicago,Miami,Detroit,Seattle,Philadelphia,

SanFrancisco,Dallas,Indianapolis,Baltimore,GreenBay.Theads(AppendixB)willfeature

thePepsiTruecan,thecampaignsloganAreyouaTrueFan?,andapictureofafootballfan.

TelevisionAdvertisement:
SeeAppendixCforstoryboard.Atendofadvertisement,after

announcersaysAreyouaTrueFan?,showsocialmediasubmissionsayingDrew,28,from

TexasisaTrueFan!.Thisway,itwillnotonlyincreaseaudiencefamiliaritywiththebrandvia

thecommercial,butalsosubmittheirownimagesthroughthesocialmediacampaign,increasing

brandinteractionaswell.

TVChannels
:NFLNetwork,ESPN,CBSSports,FoodNetwork,andFoxSportsNetworksto

ensuretheyarereachingthefootballfanbase.Thetelevisionadswillrunfromthebeginningof

footballseasonthroughtotheSuperbowlof2016.

Magazines
:SportsIllustrated,MensHealth,ShapeMagazine,SimpleLiving,ESPNMagazine,

MensDigest,andFoodNetworkMagazinetoensurethatfootballfansandhealthconscious

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peoplearebeingreached.Theads(AppendixD)willfeaturethePepsiTruecan,thecampaign

sloganAreyouaTrueFan?,andapictureofafootballfan.

SocialMedia
:Pages(AppendixE)willbecreatedforthePepsiTruedrinkfeaturingpicturesof

thedrink,aswellastheadvertisementscreatedforthiscampaign.TheAreYoua#TrueFan?

contestwilltakeplaceonline.Peoplewillbeaskedtosubmitvideosand/orpictures(Appendix

F)ofthemselvesbeingtrue,dedicatedfanstotheirfootballteamanddrinkingPepsiTruewith

theuseofthe#TrueFanhashtag.Thepicturesandvideosofthosewhousethehashtagmaybe

featuresonthePepsiTruecommercialduringthesuperbowl.

Implementationplan:

ThecampaignandadvertisementsforPepsiTruewillkickoffinthebeginningof

September,atthestartoffootballseason.TheadvertisementsthatwillrunconsistofTV

commercials,outdoorprintads,andmagazineadswiththeconsistentsloganAreYouATrue

Fan?ThespecificmediaoutletsthattheTVadswouldrunonconsistofESPN,FoodNetwork,

CBSSports,andFoxSports(AppendixC).Thereasonwhyweselectedthesefourspecific

channelsisbecausetheyreachourtargetaudienceofyoungadultsfromages25to40whoare

onthego,workingclass,desireaquick,easyhealthyoption,andspendalotoftheirleisuretime

watchingsports.Additionally,thebillboardswillbeplacedinmajorcitiessuchas
Boston,New

YorkCity,Chicago,Miami,Detroit,Seattle,Philadelphia,SanFrancisco,Dallas,Indianapolis,

Denver,Baltimore,andGreenBay.
Notonlyarethesecitiespopularfortheirfootball

communities,buttheyalsoarehometoavastmajorityofthetargetmarket.Therefore,by

placingthesebillboardsonmajorcommutingroads,ouronthego,workingclassaudiencewill

haveexposuretotheads(
AppendixB
).Lastly,therewillbeamagazinead(
AppendixD)
that

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willrunonSportsIllustrated,MensHealth,ShapeMagazine,ESPNMagazine,andFood

NetworkMagazine.Onagain,thesespecificpublicationswillbeusedastheyreachthetarget

audienceofthecampaign.ByusingTV,billboard,andmagazineadsinthesesportorientedand

healthconsciousoutlets,thetargetaudiencewillbeeasilyreached,especiallyduringthe2015

FootballSeason.Inaddition,therewillbeapublicrelationscampaignasPepsiTruewillcreatea

Twitter,Facebook,andInstagrampagewhereconsumersmaypostpicturesofthemselveswith

thecampaignslogo#TrueFanwhiledeckedoutintheirfootballteamsattirewithacanofPepsi

Trueinhand.ThroughtheactofpostinganindividualpictureofthemselveswiththePepsiTrue,

thetop10pictureswillbefeaturedinPepsisSuperBowlcommercial.

Theadcampaignwillrunbeginningtwoweeksbeforethestartoffootballseasonand

willbefullyfunctionaloncefootballseasonkicksoff.TheTVadswillrunduringthehalftime

ofeachfootballgameandwillbeplayedthroughoutthedayspecificallyonthenetworksof

ESPNandFoxSports.TheTVadcampaignwillbeginfirst,exactlytwoweeksbeforethefirst

officialfootballgameofthe2015seasonandwillrunthroughouttheseasonwiththefinal

commercialbeingintheSuperBowl.Next,thebillboardswillbegintobedisplayedroughly

aroundthethreeweekmarkoftheseason.Thiswillfurtherremindthetargetmarketasthey

commutetoworkaboutPepsiTrue.Lastly,themagazineadswillrunaroundthehalfwaymark

ofthe2015footballseason.Throughthemagazinepublicationswechosetofeaturetheprintad,

thetargetmarketwillonceagainberemindedofthePepsiTruecampaign
(AppendixD
).

Resultswillbemeasuredintwomainways:statisticsandsocialmediaresponse.First,

theTVcommercialsuccesswouldbemeasuredthroughtheamountofhouseholdsreached

throughoutthecampaigncomparedtotheincreaseordecreaseofpurchasesofPepsiTrue.When

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apurchaseofPepsiTrueoccursonAmazon,Pepsiwillsendanemailaskingtheconsumer

wheretheindividualheardoftheproduct.Theoptionswouldconsistof:friend/familymember,

TV,Billboard,orMagazine.IfthereisalargeamountofpurchasesduetotheTVad,thenitmay

beclassifiedasasuccess.Inaddition,onsocialmedia,thesuccessoftheTVadscouldbe

calculatedthroughwhetherornotitreceivedpositiveornegativefeedback.Ifthereispositive

feedbackthenitmaybeconsideredasuccessandnegativeifthefeedbackisnegative.Plus,the

numberofviews/sharesonsocialmediawouldmeasurethesuccessoftheTVads.Ifweareable

toreach500,000followersduringthefootballseason,wewouldconsiderourcampaign

effective.Thebillboardadandthemagazineadwouldmeasuresuccessinasimilarfashion.The

billboardadintheselectedcitieswouldbeconsideredasuccessiftheamountofpurchasesof

PepsiTrueintheindividualcitiesincreasethroughoutthecampaign.Thisinformationmaybe

foundthroughthelocationsPepsiTrueisshippedtofromAmazon.IfthenumberofPepsiTrue

ordersincreaseinparticularcities,thenthatwouldmakethebillboardsaneffectivepartofthe

campaign.Lastly,themagazineadsuccesswouldbeconsideredeffectiveifitreceivespositive

feedbackfromthepublicandmedia.

PepsiTruewillfeatureapublicrelationsstunt.TherewillbeaPepsiTruemobilethatwill

driveandvisitvarioussupermarkets,sportsstadiums,arenas,andotherpublicplaceswherethe

targetaudienceislocated(
AppendixA
).WhenthePepsiTruemobilevisitsthesespecificareas,

itwillofferfreesamplesofPepsiTrueandallowsportsfansatthearenastogetexcitedabout

Pepsisnewproduct.TheindividualswhoparticipateinthePepsiTruemobileeventswillnot

onlyreceivefreesamplesofPepsiTrue,butmayalsotakepictureswiththePepsiTruemobile

andhavethatphotopostedtothePepsiTruesTwitter,Instagram,andFacebook.Thispublic

PepsiTrueAdvertising&SalesPromotionCampaign13

relationstravelingeventwillmaintainapositive,upbeat,andengagingatmospheretothePepsi

Trueadcampaign.Therefore,thesuccessofthispublicrelationsstuntwillbemeasuredthrough

theamountofindividualswhorespondpositivelytothePepsiTruemobileandwhopostpictures

withtheproductandthecar.

Overall,thecampaignwilltakeplacethroughoutthe20152016footballseasonandwill

runadvertisementsonTVchannels,billboards,andmagazinesthroughoutthattimepromoting

thesloganAreYouATrueFan?.TherewillbepublicrelationsstuntswiththePepsi

Truemobile,thehashtag#TrueFan,andthecreationofFacebook,Twitter,andInstagrampages.

Thesuccessofeachadvertisementandpublicrelationeventsmaybemeasuredthroughthe

amountofpositiveversusnegativefeedbackonsocialmedia.Inaddition,statisticsfrom,for

example,TVstationsofthenumberofviewsandsharesoftheadvertisementsoreventhe

numberoftimesthehashtag#TrueFanhasbeenusedsincethestartofthecampaign.


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WorksCited
Briggs,B.(2014,November10).CanSodaSurviveAmerica'sAntiPopCulture?Retrieved
April14,2015,from
http://www.nbcnews.com/business/consumer/cansodasurviveamericasantipopculture
n238921

Eisen,S.(2014,October1).Achoiceofanewgeneration?Pepsitriesstevia.RetrievedApril27,
2015,from http://www.cnbc.com/id/102046161

Horovitz,B.(2014,October2).PepsiTruetolaunchonlyonAmazon.RetrievedApril27,2015,
from
http://www.usatoday.com/story/money/business/2014/10/01/pepsitruepepsicopepsicoc
acolalifecokesteviabeveragessoftdrinks/16529957/

It'sTrue:PepsiExpandsDistribution,AddsNewSizesofSteviaInfusedCola.(n.d.).Retrieved
April27,2015,from
http://www.bevnet.com/news/2015/itstruepepsiexpandsdistributionaddsnewsizesof
steviainfusedcola/

Kaufman,A.(2014,October1).PepsiLaunches60CalorieSodaWithControversialIngredient.
RetrievedApril27,2015,from
http://www.huffingtonpost.com/2014/10/01/pepsitruestevia_n_5914046.html

PepsiTrue.(n.d.).RetrievedApril27,2015,from
http://www.pepsicobeveragefacts.com/Home/product?formula=F0000002940&form=RT
D&size=7.5

Peterson,H.(2014,October1).There'sOneMajorProblemWithPepsi'sNewSteviaSweetened
Drink.RetrievedApril27,2015,from
http://www.businessinsider.com/onemajorproblemwithpepsitrue201410

TheYearThatWas:PepsiCo.(n.d.).RetrievedApril27,2015,from
http://www.forbes.com/sites/greatspeculations/2014/12/30/theyearthatwaspepsico/

WhowatchesNFL,bythe#s.(n.d.).RetrievedApril27,2015,from
http://www.medialifemagazine.com:8080/news2002/sep02/sep09/5_fri/news3friday.html


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Appendix
AppendixAPepsiTruemobile:

AppendixBBillboardAdvertisement:


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AppendixCTelevisionAdvertisement:


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AppendixDPrintAdvertisement:


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AppendixESocialMediaSites


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AppendixFSocialMediaSubmissions