Pepsi and Coca-Cola are at it again, and it leaves (pun intended) me wondering if consumers are getting tired of watching these two in the ring. Grudge Match. Anyone? Didn’t think so).
Consumers are more cautious and more concerned with what they put in their bodies and soft-drink companies have been challenged by this health-revolution for several years. The latest heath craze, Stevia, a plant-based sweetener whose ingredients are extracted from its leaves (that was the pun :-P) is said to be a healthier alternative to refined sugar. This natural sweetener hit the market and seems to have negotiated a pretty “sweet” deal with rivals Pepsi and Coca-Cola. Coca-Cola launched Coca-Cola Life in the United States in August, 2014 and Pepsi answered with Pepsi True in October, 2014.
Green Envy
Both companies opted for green cans because of course green represents nature and environmental-conscious efforts…right? Both companies are targeting the adult, health-conscious citizens of the world because these are the exact people reaching for a can of soda…right? According to the Coca-Cola Blog, “Consumers will have the chance to discover the new beverage through more than 4,000 sampling opportunities nationwide, and the brand’s distinctive green label and visual identity will stand out in store displays and the Coca-Cola Digital Network of electronic billboards.” What is Pepsi doing? It looks like they are partnering with Amazon…that’s right, Amazon. According to Schultz (2014), Pepsi will launch Pepsi True on Amazon prior to selling the beverage in-stores.
Pepsi True, where are you?
From a marketing standpoint I can honestly say I am bewildered as to why Pepsi chose to release its product on Amazon first. While Coca-Cola’s positioning and branding efforts seem transparent, the same cannot be said for Pepsi. Is this merely a competition or does each company truly have an interest in the public’s well-being? How would you market Pepsi True?
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