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To challenge Coca-Cola, Pepsi has even launched instructions on how to drink its new presentation, to fully enjoy the formula.
This launch will undoubtedly inaugurate a new category in the soft drink market, following the same pattern of popularity that hard seltzers achieved at the time.
Today, both Coca-Cola and Pepsi are leading brands in the non-alcoholic beverage segment and their interest has been based on the innovation with which they seek to generate products that renew the category they dominate.
A new movement has taken place in the powerful beverage industry and it is Pepsi that comes onto the market with a change in its old formula, with which it seeks to defeat Coca-Cola, the natural enemy of the soft drink company and between the two, let us remember, they have had an epic feud.
The company has launched a drink that seems to be inspired by Starbucks and that will undoubtedly open a new category in the retail of bottled drinks, since it is a nitrogenous soft drink, which gives it a unique consistency, because it is softer, plus the drink becomes creamy. The ace up Pepsi’s sleeve against Coca-Cola will start selling from March 28 in regular and vanilla flavors.
This bet is an interesting measure that has become a guideline to generate actions, which end up being valuable in the market and, most importantly, definitive in absolutely everything that is involved when making decisions, what to change to win the race for the best-selling soft drinks in the world.
Because it is a nitrogenous drink, it is interesting to know that it comes with indications of consumption, which has never been seen before, because to enjoy the experience, Pepsi recommends not drinking it with ice and not using a straw to drink it.
Introducing #NitroPepsi, the first-ever nitrogen-infused cola. Pre-order now and be the first to try it: https://t.co/hbRVam2lDK pic.twitter.com/15nrAPSrQu
— Pepsi (@pepsi) February 23, 2022
The formulas to sell
There is no more effective formula to conquer a category than to renew the segment with a trajectory and formulas that are relevant, especially when it comes to a product so valuable to the consumer that it ends up escalating in the demand that the market registers.
Given this, it is deeply relevant to understand what elements are bold and what resources are being underestimated in the market. That is why today it has been possible to define activities that are important to consider, for example, those that are defined based on the innovation of the products they launch on the market, the importance of their brand to the consumer.
There are other activities that are important to observe and they are precisely those that have to do with the way in which a brand’s trajectory is involved in the purchase decision they have in the market.
With this approach, a very important phenomenon is appreciated and it is the one that has to do with the trajectory, which ends up being valued by the audiences.
A great example of this occurred when we saw in the market an important exercise by Coca-Cola, for maintaining the creative line of its campaigns where the center of its messages is the family.
With this in mind, a very important trial exercise remains and it is the one that has to do with the way brands play roles today. Many of them perform based on their track record, others use their portfolio of innovative products to make a decision; We also find brands that become activists and the message of their product is sustainability, whether they express it with packaging or with relevant formulas that end up having an impact on the purchase decision.
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