Pepsi Max: Quebec
NolinBBDO
Section I — Basic information
Business Results Period (Consecutive Months): | February 2011 -July 2011 |
Start of Advertising/Communication Effort: | February 6th 2011 |
Base Period as a Benchmark: | Calendar 2010 |
Section II — Situation analysis
a) Overall Assessment
Brand Historic Context:
It was clear to the Pepsi team that a new zero calorie product targeting younger, health-conscious consumers could help breathe new life into the zero calorie cola category and the Pepsi portfolio. Diet Pepsi (9.0 points of total cola market share) and Diet Coke (7.6 points) have dominated the category in the past, but both are consumed...