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.
DM us to try a drink thats too perfect to change.
— Pepsi (@pepsi) August 13, 2021
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.
Hey Coke Zero drinkers, it’s time to move on …can we buy you a drink?
— Pepsi (@pepsi) August 18, 2021
Share a pic of you with your Pepsi Zero Sugar using #MyCokeBreakUp and make it official!
Official Terms: https://t.co/uwbjGMagSx pic.twitter.com/71Z1Kv9zTK
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.
Hey @CocaCola IT’S NOT YOU, IT’S ME
— Pepsi (@pepsi) August 18, 2021
While you keep changing New Coke Zero, we’ll always be in good “taste”. #MyCokeBreakUp #NewCokeZero pic.twitter.com/awGXMTDMST
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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