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PepsiCo Inc. planned on making publicity of its new product during the Super Bowl that happened February 5th. PepsiCo Inc. bought a 30 second spot during the commercials to introduce LIFEWTR, the company's first premium water, which will compete with Coca Cola Co.'s smartwater.
Following the Trend
Americans are switching to healthier choices, which has been marked by a decline in the consumption of sodas, and an increase of more than 50% in the last decade of bottled water. Therefore, responding to this need, Pepsi and Coke are spending more marketing dollars in the advertisement for water. Coca Cola has two of its brands in the Top 5 brands of bottled water: Dasani and Glacéau Smartwater with 6.9% and 4.9% per share respectively that occupy the number one and five in the top list. While PepsiCo only has one water brand in the Top 5, Aquafina, which occupies the second place in the list with 6% per share.
Relevance to Marketing
In order to have a successful marketing strategy, one key component is to address the demands of the consumer by innovating, and that is exactly what PepsiCo is doing right now. PepsiCo water is "pH-balanced with electrolytes added for taste." In addition, PepsiCo's smartwater will feature texture labels on its packaging with the works of emerging artists. PepsiCo hopes that this design will appeal and prompt young people to share images of bottles on social media.
MKTG 3343
Priscila Quimboca
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