Solution: Bring back Crystal Pepsi, because it’s our imperfections, like those of a crystal, that make us unique, interesting, and worth getting to know.
Crystal Pepsi: The Concept
A line of all-natural derivatives of Pepsi’s best-selling brands. For instance, Crystal Pepsi for Mountain Dew would be Crystal Dew; Mountain Dew with natural sugars and less artificial dyes.
Crystal Pepsi: Target & Messaging
Building on our target segmentation, we’ll provide two derivatives of this campaign.
For our idealistic target, we’ll talk about accepting those imperfections and dealing with them.
For our realistic target, we’ll talk about providing catharsis in consolation.
Crystal Pepsi: Formula
·Swap out high fructose corn syrup with cane sugar
·1 gram of cane sugar is swapped with stevia
·35% fewer calories than cousins
The price of Crystal Pepsi will match Coca-Cola Life at $6.99/6-pack. This will maintain competition with long-time rival Coca-Cola, while also preventing Crystal Pepsi from being labeled as a premium soda.
Premium pricing is the practice of encouraging favorable perceptions of a product among buyers, based solely on an artificially higher price. While this may seem beneficial for the new Crystal Pepsi line at first, premium/craft sodas only make up 1% of the U.S. soda market—getting consumers to pay a little more for a soda that looks the same as others is difficult. Therefore, the customer outreach will be the largest by labeling this as a non-premium soda.
The Crystal Pepsi line will be introduced one product at a time in Denver, Minneapolis, Washington D.C., and via Amazon. These were chosen based on both Pepsi and Coca-Cola's past distribution tactics.
Crystal Pepsi: Print
One-off style issues that embrace honesty within advertising
Crystal Pepsi: Print
Crystal Pepsi: Experiential
We will partner with musicians like Lorde and Drake who have a similar outlook to Crystal Pepsi as to embracing imperfection. With this concert series, we’ll have the opportunity to speak to a younger audience who is looking for tangible ways to control aspects of their life.
No models will be photo-shopped in our photo-shoots, and we’ll feature articles with the models themselves explaining why they chose to be involved.
Farm Table Communication Plan
Task: Create a communication plan for Farm Table, a local produce delivery service.
Task: Create a product extension for Energizer.
Solution: Create a Portable Battery Pack for iPad that targets on-the-go parents with children.