PEPSI MAX PRESENTATION MY FINAL PLAN AND IDEAS TO ADVERTISE PEPSI MAX
Product history • Pepsi max Punch • Pepsi max Cappuccino • Pepsi Max Big One steel rollercoaster •At the time, the Pepsi-sponsored attraction was the world's tallest and fastest roller coaster
S.W.O.T Analysis (threats) COLA WARS – Coke and pepsi have been rivalries sincE 1980 •
Coke Zero was Coca-Cola's biggest product launch in 22 years
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Coke zero was introduced in 2005 and was mainly targeting males as a low calorie drink.
Primary research The aim of my primary research was to see which drink people prefer, and which drink gives them the most gas. The reason I am testing it for gas is because it can be seen a negative thing. the results i get off this will provoke me into thinking of what drink I will advertise.
My hypothesis was that people will prefer Pepsi max as a drink as a whole, however the burp results are unpredictable
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i handed out 5 cups of DRINK 1 which was coke zero, but the drinks were kept anonymous to keep the test fair, and after the participants had drunk drink 1 they had to rate the drink out of 10 on taste, and how much it makes you burp.
Primary research results
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OVERALL:
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my results found out that both male and female's of all genders did actually prefer Pepsi max to coke zero,
females prefer the drink more to males. teenagers both genders prefer it the most •the middle aged adults gave the least ratings showing they don't like it as much as teenagers and kids do.
SWOT ANALYSIS CONTINUED PEPSI MAX WINS! My primary research hypothesis was correct! Due to pepsi max winning I have therefore gone and proceeded to work with pepsi max with confidence that it is the right product. Strengths - under 1 calorie – perfect for those who have health risks Weaknesses - it is a drink which is widely duplicated by many brands
Not good for teeth / makes you burp people may find that slightly disturbing Opportunities to expand the audience - twice as much as caffeine then the normal pepsi I was concerned about the burp results, so instead I used the morphological matrix to come up with an idea to try and advertise pepsi max via the persuasive strategy inversion and make burping a good thing!
ASA RULES AND REGULATIONS/ BCAP CODE •
Public health policy increasingly emphasises good dietary behavior and an active lifestyle as a means of promoting health. Product should not undermine progress towards national dietary improvement by misleading or confusing consumers or by setting a bad example, especially to children
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Advertisements for collection-based promotions must not seem to urge children or their parents to buy excessive quantities of food.
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Advertisements must not encourage children to eat/drink more than they otherwise would.
ADVERTISING PLAN •
MAIN STRATEGIES TO USE:
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HUMOUR
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CONFORMITY
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INVERSION
http://popplet.com/app/#/121264
INITIAL IDEAS – “the lonely one calorie” and “pepsi chase” •
Could show a character representing one calorie, hating himself as it is lonely and isolated
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Goes on a mission to find his other one calorie friends so they re unite
Feasibility wise – too hard, too much animation and it would be incredibly hard creating this one calorie character as i have no idea what a calorie physically looks like After more research found out a similar idea to mine that has already been banned, however it is more disturbing then mine and involves suicide Another idea was a Pepsi chase, a man goes out and gets the last Pepsi max in the store and defeats a woman too it, resulting in a huge chasing scene of the two fighting over this Pepsi max, when the woman gets the Pepsi max a catharsis is achieved to represent how good the drink is I thought this idea was a bit vague, however feasibility wise it was more achievable then the ‘lonely calorie’ idea.
DEVELOPED IDEAS •
I thought of a way this fizzy drink can expand the target audience by attracting all ages and bring them together and have come up with a bizarre idea through use of the morphological matrix.
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Humour
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Inversion
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Conformity
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Sexual endorsement ( not too much exposure – just attractive females considering its aimed at all ages)
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Multiple different age range actors
(ALSO MENTION MALES ARE INTO CRUDE HUMOUR SUCH AS BURPING MORE THEN FEMALES, ANOTHER WAY OF ATTRACTING MEN TO THE PRODUCT MORE ASWELL AS SEXUAL ENDORSEMENT
ACTORS – LOCATIONS Feasibility wise it is all reachable, and it is all in budget. Getting the ad to 1.30 is going to be difficult however it can be done! •
I'm going to be using stratified sampling of different ages to represent the entire age group.
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I already have all of the actors below they all have agreed to going along with the ad
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TWO infants – (male and female) representative off children both sexes
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THREE teenagers – (2 female – 1male) females for sexual endorsement and male for general representation of both sexes
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ONE elderly – (female) representative of the elderly
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These actors age range cover all ages which meets my aim to target all target audiences.
LOCATIONS? - in a play park (infants), an average dining room (elderly + male teenager) And the last two females in a car. I have access to all these locations aswell.
OVERALL •
PROS?
it can be fun! and humorous, it is doing more then just drinking a drink. Targets mainstreamers of all ages, really trusted brand!
CONS? some people may consider it disturbing/however burping is a natural process in life so this cannot hold against this idea
ANY QUESTIONS?