Pepsi is encouraging fans to “get wild” in a campaign promoting its Pepsi Wild Cherry soda. The initiative, which consists of two 30-second spots, arrives just in time for NFL Wild Card Weekend, the start of the league’s highly-anticipated postseason.
Click here to read the story at thedrum.com.
Discussion Questions:
- What is market research?
- According to this story, this Pepsi campaign was developed from a key consumer insight: the discovery that millennials – and female millennials in particular – are driving the growth of the flavored cola category. How does that provide an example of an application of market research?
- According to the research, what is the most popular flavor in the United States?
- How might that information influence Pepsi’s marketing decisions?
- What is market segmentation?
- What are the different forms of segmentation?
- Why would a brand segment the market using age groups?
- Who are “millennials” and what age group might they represent?
- Why do you think Pepsi is targeting millennials with this Pepsi Wild Cherry campaign?
- How do you think a target market influences advertising in terms of content, style, and message?
- What message is Pepsi trying to send to consumers with this campaign?
- Why do you think they are launching this campaign in time for the NFL playoffs?
