Pepsi Blue Case Study

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Robert R


Date added:

July 31, 2010








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6 / 1450


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In 1993, Pepsi jump-started its marketing efforts by adding two brands to its portfolio: Crystal Pepsi and Pepsi Max. Crystal Pepsi, which was initially offered in the United States, failed to earn the company more than 2 percent volume share. Pepsi Max, which was launched in the United Kingdom, proved more successful, but because one of its primary ingredients was an artificial sweetener not yet approved by the Food and Drug Administration, it wasn't brought to market in the United States...
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The executives envisioned a simultaneous, global campaign that would create stronger brand equity and resonance in the consumer consciousness. Executives were assigned four primary tasks: to evaluate the effectiveness of Pepsi's logo; to assign a signature color to Pepsi products; to develop a mnemonic device for advertising and brand recognition; and to further differentiate Pepsi products from Coca-Cola products by making Pepsi products' design more modern and attractive to its primary audience (teenagers)...
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