innovative and differentiated in the youth market-and considering rival and
category leader Coca-Cola's
consumers now have a median age of 56,
this is a key strength on which Pepsi should continue to capitalize.
creating experiences expertly linked to the world of pop culture, Pepsi continues
to engage with the "now" generation. In its second year, the brand's global
broke new ground by using social media channels like Twitter to bring live concerts
to music fans. Pepsi's recent FIFA World Cup advertising campaign, "Now Is What
You Make It,"
also helped to further extend the brand's message-as did Pepsi's "Beats of the
a compilation album featuring artists such as Janelle Monáe,
Timbaland, and Kelly Rowland.
has continued to respond proactively to challenges the entire cola category
phases in regards to health. As U.S. consumption of diet soda fell 6.3 percent
last year and consumer demand for beverages containing no
high fructose corn syrup or artificial sweeteners increased, Pepsi responded accordingly by
True. The new soda, which contains 30
percent less sugar and is infused with the natural sweetener stevia, is to be
sold exclusively on Amazon. This approach will enable Pepsi to closely monitor
consumer reaction to the new product-before it goes on shelves.
the past year, Pepsi has also concentrated on creating new points of engagement
for its consumers-with a sharp focus on innovation and personalization. Pepsi launched Spire,
a self-serve soda dispenser,
in response to Coca-Cola's machine, Freestyle. Spire, which The New York Times described as "a giant
allows Pepsi consumers to explore new taste combinations via a digital
recently made another strategic new hire signaling a reinforced commitment to innovation. Luke Mansfield, the former European head of product innovation at
Samsung, joined PepsiCo's Global Beverages Group in September 2014. As Pepsi
adjusts to a new era and seeks to expand its product portfolio, it is counting
on Mansfield, and others like him, to continue bringing "big, disruptive, and game-changing
engaging with young consumers, keeping consumers' desire for healthier
beverages top-of-mind, using digital platforms to drive engagement, and making
strategic new hires around innovation, Pepsi continues to address the
challenges its category faces and is well-poised to be a relevant player in the
Age of You.