The Main Products and Target Audience of Pepsi

Sweet, refreshing, and full of unnecessary calories, Pepsi and its variety of products continues to be the drink of choice for many individuals in the coveted target market of 18-35 year olds. Effective marketing and targeted advertisements has led to Pepsi’s success as a company and a brand, with products that reach out to a multitude of beverage drinkers, in North America and a growing international market. But as an obesity epidemic consumes the United States, with an audience growing ever more conscious of health concerns, and finite resources growing ever thinner—and more expensive—Pepsi is leading the way in marketing to its core audience, providing real solutions to the world’s health problems and economic depression. It also has the potential financially, and the obligation morally, to make its global brand ecologically sound.

The main products of the Pepsi-Cola brand are made to appeal to a variety of individuals and their differences in taste for their beverage of choice. Pepsi, the main cola drink, has expanded to include Diet Pepsi, a non-sugary cola to appeal to the consumer who desires a cola without the calories; Pepsi Next, a cola for the consumer that “doesn’t like the calories in regular soda, but loathe the taste of zero-calorie drinks” and has 60 calories per can (Choi); Pepsi One; Pepsi Max; and a variety of other cola beverages. Pepsi-Cola brands also include Sierra Mist Natural; Citrus Blast; IZZe Natural Sodas; Mountain Dew; AMP Energy drinks; Mug Root Beer; No Fear energy drinks; Seattle’s Best Coffee drinks; Tazo teas; SoBe teas, smoothies and enhanced water beverages; Aquafina waters; DoubleShot Coffee drinks; Brisk Fruit Punch, Lemondates & Teas; Lipton & 100% Natural Lipton Iced Teas and; Propel Zero enhanced water and water additives (Brands).

Marketing has been one of Pepsi’s major activities, targeting the affluent, the impoverished, the weight conscious and youth. In 1934, Pepsi sold its 12 oz. soft drink in the Depression for a nickel, an affordable price for a society plagued by a depressed economy. In 1953, with Americans becoming more weight conscious, Pepsi launched “The Light Refreshment” campaign, which evolved into “Refreshing Without Filling” the next year. In 1961, Pepsi again changed its marketing strategy to cover the younger, post-war generation, and realizing the potential of a younger demographic, positioned itself as the brand that belonged to a new generation, the Pepsi Generation, in 1963. From this point forward, the Pepsi marketing campaign focuses on youth and lifestyle which drives it forward. As a marketing strategy, it continues to evolve to reflect youthful generations, while maintaining a firm grasp of the differences between one generation and the next. Further campaigns include phrases such as “Pepsi. The Choice of a New Generation” in 1984, “A Generation Ahead” in 1989, “Be Young, Have Fun, Drink Pepsi,” in 1993, “GeneratioNext” in 1997, and it’s current slogan “Live For #Now” (Frequently Asked Questions).

With each successive generation, Pepsi has managed to catch and hold its consumer by reflecting the target market, and using the iconology of the intended audience to lead it to the Pepsi product. Today, with its core audience consisting of 18-35 year olds, it has shifted once again to redefine itself by jumping out ahead of its competitors to be declared by U.S. News as one of America’s Most Connected companies with its “ambitious social media strategy” (Hatch), connecting its website Pepsi.com to both Twitter and Facebook (Pepsi Pulse). Designed to attract and entertain teens and young adults, Pepsi.com was ranked #4 by visits in the Food and Beverage Brand category by Hitwise, a remarkable accomplishment when viewed against Pepsi’s main competitor—Coca-cola—whose website was ranked #14 (Edmonston). To further reach out to its target audience, recognizing the frequent use of social media among 18-35 year olds, Pepsi “monitors what people say online about its products and sometimes steps in to refer disgruntled consumers to its customer-service team.” (Hatch)

While known best for its sugary drinks, Pepsi has also moved away from marketing its less than healthy and unhealthy products to children. Engaging in a campaign that aligns with the company’s Human Sustainability, with its “Responsible Marketing and Advertising”, Pepsi joined the International Food & Beverage Alliance “to adopt a worldwide voluntary commitment to advertise to children under the age of 12 only products that meet specific nutrition criteria” (PepsiCo). Additionally stated on the same site, in regard to sales to schools, “PepsiCo continues to implement a global policy for beverage sales in schools—focused on water, juice, milk and low-calorie beverages that support healthy nutrition habits among students.”

Many opportunities exist for Pepsi to improve its image, and become a leader in environmentally sound production. By establishing a greater presence in local communities, it can engage in community oriented advertising, promoting community engagement. By using green industry and technology, it can reduce its carbon footprint throughout the globe. Furthermore, it can utilize product personalization, like that done by M&M (My M&M), to reach out to an audience that loves a product made just for them.

Today’s generation of Pepsi drinkers include people from all over the globe, and with that generation becoming more socially, environmentally and technologically aware, Pepsi has successfully launched a campaign that targets its primary audience. The company entertains us by sponsoring our sporting events and favorite television programs, keeps us connected to one another with its inventive use of social media, and even manages to promote world nutrition while providing non-nutritional beverages as well.

Works Cited

n.d. 2013. <http://www.pepsico.com/brands/Pepsi_Cola-Brands.html>.

Choi, Candice. "'Pepsi Next' Aims To Win Back Drinkers With Its Mid-Calorie Status." 23 February 2012. The Huffington Post. Article. 12 May 2013. <http://www.huffingtonpost.com/2012/02/23/pepsi-next_n_1296772.html>.

Edmonston, Terri. "Pepsi.com, a Very Successful Brand Site, Chose a Target Audience, Explored the Audience’s Needs, Determined Their Own Business Goals, and Designed a Smash Hit of a Site." 7 July 2006. MEQUODA. 7 May 2013. <http://www.mequoda.com/reviews-and-studies/publishing-case-studies/pepsicom-brand-marketing-website-case-study/>.

"Frequently Asked Questions." n.d. 2013. <http://www.pepsiusa.com/faqs.php?section=highlights>.

Hatch, David. "Pepsi Measures Online Pulse With Social Media Strategy." 15 May 2012. usnews.com. 7 May 2013. <http://money.usnews.com/money/business-economy/articles/2012/05/15/pepsi-measures-online-pulse-with-social-media-strategy>.

"My M&M." n.d. 11 May 2013. <http://www.mymms.com/utility.aspx?src=>.

Pepsi Pulse. n.d. May 2013. <http://www.pepsi.com/en-us/d>.

PepsiCo. "Responsible Marketing & Advertising." n.d. PepsiCo. 7 May 2013. <http://www.pepsico.com/Purpose/Human-Sustainability/Responsible-Marketing.html>.