Pepsi has really “upped its game” in the past year, according to Interbrand, with the brand developing its first global positioning with the ‘Capture the excitement of now’ campaign, casting itself as a youthful, fun alternative to Coca-Cola that fits those living life to the max.
This campaign meshed well with consumer promotions linked to music and Pepsi’s NFL partnership, Interbrand said, while a revamped digital experience, Pepsi Pulse, focused on direct connections with consumers.
Furthermore, the brand is addressing key consumer concerns, such as sugar content, via the launch of Pepsi NEXT, and its environmental impact, winning the 2012 Stockholm Industry Water Award.
“Early indications suggest these moves have been successful in bringing back lapsed customers. Additionally, new executives have been brought in to challenge the brand and ensure a smooth leadership succession,” Interbrand wrote in its report.
“They have a tough role, as soft drink demand continues to fall while commodity prices increase, but by continuing to engage millions of people…through one of their key passion points – music – Pepsi just might win some new fans.”