Pepsi Max: Quebec


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 largely by Boomers (45-65) and both carry the Diet badge, a proven barrier to entry for younger consumers.