Společnost Pepsi využívá negativních ohlasů na sociálních sítích kolem reformulované Coca-Cola Zero Sugar, která byla představena letos v létě (zatím jen v USA) a je podporována rozsáhlou reklamní kampaní. Pepsi žádá frustrované fanoušky Coca-Cola, aby na sociálních sítích zveřejnili svou fotografii s Pepsi Zero Sugar a hashtagem #MyCokeBreakUp.
Spousta zákazníků vyjádřila svůj nesouhlas se změnou Coca-Cola Zero Sugar na Twitteru, kterým poté odpovídala sama společnost Pepsi a nabízela jim svůj vlastní nápoj bez cukru.
Asi týden poté oznámila společnost Pepsi novou marketinkovou kampaň. Začala nabízet láhev Pepsi Zero Sugar (v Česku se nápoj jmenuje Pepsi Max) všem, kteří jsou zklamaní z nové Coca-Cola Zero Sugar. Pro získání náhrady musí američtí spotřebitelé předložit společnosti Pepsi účtenku do 17. září.
Pepsi Zero Sugar se v souvislosti s tím, jak spotřebitelé přecházejí na zdravější nápoje, stále více promítá do marketingu této značky.
Pepsi tímto krokem hlavně útočí na kampaň “Best Coke Ever”, která se snaží propagovat novou chuť Coca-Cola Zero Sugar. Na kampani se podílí agentura Mercado McCann a zahrnuje širokou škálu marketingových kanálu.
Další kampaň, která se snaží uhájit reformulovanou příchuť Coca-Cola Zero Sugar, je “Try It First!”. Ta pobádá zákazníky, aby novou Colu první ochutnali, než ji odsoudí.
Tímto krokem společnost Pepsi ukázala, jak je důležité naslouchání stížností zákazníků i u konkurenčních značek. Pomocí obrázkových vtipů a kampaně rychle prosadila svůj vlastní nápoj a poškodila pověst Coca-Coly.
Pepsi bude také podle oznámení věnovat velkou část své reklamy v nadcházející sezóně NFL. Zaměří se hlavně na svojí variantu bez cukru a připravuje více než tucet nových spotů.
Co se týče podílu na trhu kolových nápojů bez cukru, Pepsi má před sebou pořád spoustu práce. Podle údajů společnosti Euromonitor International, která se zabývá průzkumem trhu, ovládala Coca-Cola Zero Sugar (dříve značená jako Coca-Cola Zero až do roku 2017) v loňském roce 7,9 % amerického trhu se sycenou kolou, což je slušný nárůst oproti 6 % v roce 2015. Značka Pepsi Zero Sugar (v Česku stále Pepsi Max) se ve stejném období posunula jen z 0,3 % na 0,4 %.
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