Wake up!
New source of revenue, caffeinated.
We were asked to create a brand for an office coffee service for a large soft drink distribution company.
A Pepsi distribution company asked us to investigate the opportunities of entering the office coffee service and demonstrate how it might look. This company is very brand loyal (to Pepsi) and wanted the new coffee brand to reflect their corporate commitment.
New source of revenue, caffeinated.
We were asked to create a brand for an office coffee service for a large soft drink distribution company.
A Pepsi distribution company asked us to investigate the opportunities of entering the office coffee service and demonstrate how it might look. This company is very brand loyal (to Pepsi) and wanted the new coffee brand to reflect their corporate commitment.
Wake up and smell this new brand.
We determined a successful, initial roll-out would start with an economical level product in order to compete with the most popular existing brands. We met with Green Mountain Coffee and Keurig to negotiate custom pricing for branded, single-serve products. We further determined the introduction of a premium product would be embraced after we reached our market share projections and brand awareness.
We created a highly visible brand using conventional media components along with the existing distribution structure. The client had existing, dedicated fleet vehicles so we wrapped them and used them as rolling billboards. Note we named the company SEPIA using all the same letters as PEPSI and even used a similar font as the famous cola logo.
Entering new markets is always an exciting challenge. Take note of your competitors Be fresh, be innovative. Drink some coffee and have fun. The most challenging but easily the coolest aspect of this project was playing scrable with the word Pepsi.
Wake up and smell this new brand.
We determined a successful, initial roll-out would start with an economical level product in order to compete with the most popular existing brands. We met with Green Mountain Coffee and Keurig to negotiate custom pricing for branded, single-serve products. We further determined the introduction of a premium product would be embraced after we reached our market share projections and brand awareness.
We created a highly visible brand using conventional media components along with the existing distribution structure. The client had existing, dedicated fleet vehicles so we wrapped them and used them as rolling billboards. Note we named the company SEPIA using all the same letters as PEPSI and even used a similar font as the famous cola logo.
Entering new markets is always an exciting challenge. Take note of your competitors Be fresh, be innovative. Drink some coffee and have fun. The most challenging but easily the coolest aspect of this project was playing scrable with the word Pepsi.
Changing pop culture
Changing pop culture.
An ongoing singer, songwriter competition was created to build a culture change for Pepsi cola in the Southeastern United States.
It takes 5 to 7 years to affect a significant culture change. We had to create a long-term solution to keep Pepsi out front and loud. In 2011, Coke sold 1.59 billion cases for 17 percent of market share. Diet Coke sold 926.9 million cases for 9.9 percent of market share, edging out Pepsi, which sold 891.5 million cases for 9.5 percent of market share. In the Southeastern United States, the percentage market share differentiation is far greater. Coke, first bottled in Vicksburg, MS, found itself the darling of the Deep South thereby cementing it as a “Southern” icon. A group of independent Pepsi bottlers offered us a challenge. Pepsi wanted to assert itself as ‘the’ definitive softdrink choice of Southerners. Define Pepsi as “A Southern Original” and help move the needle on market share in the Southeastern states.
Changing pop culture.
An ongoing singer, songwriter competition was created to build a culture change for Pepsi cola in the Southeastern United States.
It takes 5 to 7 years to affect a significant culture change. We had to create a long-term solution to keep Pepsi out front and loud. In 2011, Coke sold 1.59 billion cases for 17 percent of market share. Diet Coke sold 926.9 million cases for 9.9 percent of market share, edging out Pepsi, which sold 891.5 million cases for 9.5 percent of market share. In the Southeastern United States, the percentage market share differentiation is far greater. Coke, first bottled in Vicksburg, MS, found itself the darling of the Deep South thereby cementing it as a “Southern” icon. A group of independent Pepsi bottlers offered us a challenge. Pepsi wanted to assert itself as ‘the’ definitive softdrink choice of Southerners. Define Pepsi as “A Southern Original” and help move the needle on market share in the Southeastern states.
Our engaging UI interfaces really bring folks into the fold.
Music brings us all together.
Our research determined 4 major demo groups, all having very different cultural interests. We did however find a very strong common component within all 4 groups – Music. Our research then turned to how we could use music to solve an engagement issue. Attempting to affect culture change requires years of commitment. We need a long-term solution that caused continued involvement.
We designed a recurring music contest that is primarily social media and app driven. A conventional advertising component including radio, print ads, outdoor posters and point of sales supported the ongoing music contest by displaying QR codes for quick access to voting and competing. The point of sales efforts included specialty items like guitar picks and scan-and-win prizes as well as premium point based prizes like headphones.
Music brings us all together.
Our research determined 4 major demo groups, all having very different cultural interests. We did however find a very strong common component within all 4 groups – Music. Our research then turned to how we could use music to solve an engagement issue. Attempting to affect culture change requires years of commitment. We need a long-term solution that caused continued involvement.
We designed a recurring music contest that is primarily social media and app driven. A conventional advertising component including radio, print ads, outdoor posters and point of sales supported the ongoing music contest by displaying QR codes for quick access to voting and competing. The point of sales efforts included specialty items like guitar picks and scan-and-win prizes as well as premium point based prizes like headphones.
We designed premium giveaways to sweeten the sizzle.
