Calin Clej, marketing manager of PepsiCo International's CSD (carbonated soft drinks) unit in Romania, believes that the change of the image for PepsiCola products is a strategy to involve young consumers, which will aid the CSD market to continue expanding.
Several months ago the new image was launched for the first time on the US market, while PepsiCo today announced the launch of the new image of Pepsi-Cola products on the Romanian market. The new strategy means the company leaves the task of reinventing the image, of the best-selling product, to young consumers, whom it will ask to draw graphic designs for the packages of Pepsi products and advertisements.
Under its new branding plans, Pepsi is introducing a new graphic design for Pepsi-Cola product packaging, which will alter several times a year. With this strategy Pepsi plans to further sales on the segment of carbonated soft drinks, considering non-carbonated drinks (such as juices and ice teas) are gaining ground on this market segment.
At the end of 2006, Pepsi held around 38% of the sector of Cola-type soft drinks in Romania, according to the preliminary data released by Canadean, quoted by PepsiCo. This segment accounts for 54% of the overall Romanian market of carbonated soft drinks and is considered more developed than other carbonated soft drinks, according to surveys made in late 2006, cited by PepsiCo.
Clej says the problem of carbonated soft drinks will be solved in time, and not rapidly, through new promotion and differentiation methods.
Pepsi has already started selling the newly branded products on most markets on which it operates and, in the first phase on the Romanian market, will begin by launching 10 labels with different themes.
"For the first time Pepsi is trying to involve consumers in its developments of the famous brand. Up until now consumers - as much as we would have liked to believe otherwise, have been passive in their involvement in the company's brand image. The brand would speak about them, would send messages to the consumers and await their reaction," explains the PepsiCo manager.
According to company data, the budget earmarked for the campaign involving the new brand image is comparable to the one Pepsi invested last year. However, PepsiCo representatives would not disclose the exact value of investments for its promotional campaign.
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
