Ivey Publishing
The Pepsi Ultimate Taste Challenge 2012: Social Enough?
Product Number:
9B12A026
Publication Date:
06/18/2012
Revised Date:
06/18/2012
Length:
6 pages (4 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In April 2012, the director of marketing for Pepsi Beverages Canada assessed the launch plans for the year's version of what had traditionally been called the Pepsi Challenge. Now called the Pepsi Ultimate Taste Challenge, the goals of the campaign were very aggressive and, of course, a Coke versus Pepsi battle was always difficult. The novelty for summer 2012 was the emphasis on social media, and the interaction between social media and the Ultimate Taste Challenge. In addition, the marketing director was targeting the Millenials as a target market segment. These consumers were a notoriously difficult group to market to. The marketing director assessed the proposal he received and needed to make a decision as to whether to approve it, or whether changes were necessary to achieve his market share goals.
Learning Objective:
  • To explore the re-imagination of a well-established marketing campaign into a vehicle for social media interaction and engagement.
  • To demonstrate the challenges of marketing to a younger cohort (Millenials) who resist many marketing efforts.
  • To enable a discussion of the advantages and disadvantages of traditional and social media marketing techniques, and illustrate the power of an integrative approach.
Issues:
Disciplines:
Marketing
Industries:
Accommodation & Food Services
Setting:
Canada, Large, 2012
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
Associated Materials
Translations: Simplified Chinese (6 pages)
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