Dr Pepper Ten (pentru barbati) si lansare Skinny Pepsi Can
Dr Pepper e clar o bautura cunoscuta pentru cei care au facut vizite in afara si, de ceva vreme, una dispponibila (in doze mici, e drept) si la noi (cel putin in Mega Image se gaseste).
Sunt oameni carora le place gustul – si multi dintre cei care calatoresc peste hotare isi cumpara de acolo sticle cu o cantitate semnificativ mai mare decat dozele de la noi. Recunosc ca mie nu imi place – dar ca am cateva cunostinte si prieteni care prefera gustul Dr Pepper. Dintre aceste persoane sunt si fete sau femei (mai putine ca numar) si barbati (majoritari).
Iata ca Dr Pepper lanseaza special pentru barbati Dr Pepper Ten. Bun, dar cum acesta nu e post platit si nici blog de prezentare oferte sau altele de gen, sa va zic si de ce prezint subiectul. Pentru ca azi constat ca se pune accent pe lansarea lui din punct de vedere al pozitionarii si al marketingului.
Astfel, Dr Pepper Ten este de fapt Dr Pepper Ten Calories – produs care pur si simplu “nu este pentru femei” (“Not for Women”).
Da, oamenii s-au documentat, au desfasurat o ampla campanie de test pentru noul produs, ambalaj etc. tocmai pentru a nu face greseala Coke Zero. Noul produs se adreseaza barbatilor intre 25 si 34 de ani carora le place Dr Pepper dar vor mai putine calorii. Dr Pepper s-a orientat spre oferirea unei bauturi cu 10 calorii – suficient spun ei pentru a oferi savoarea cunoscuta a bauturii.
Asadar dragi barbati in target, ati achizitiona produsul?
Si-acum sa ajungem si la Skinny Pepsi Can de care aminteam in titlu.
Aparent, desi nu s-au facut investitii masive in promovare, Diet Pepsi se vinde destul de bine. Asa ca s-au gandit ca n-ar strica un accent pe acest produs. Drept urmare apare noul ambalaj – Skinny Pepsi Can – in jurul caruia se creeaza si o mare campanie de marketing pentru 2011. “The challenge is making sure that packaging is a legitimate way to do marketing,” Ms. Irazabal said. “Sometimes people think innovation is about changing what’s inside. But sometimes I think it’s about celebrating what’s inside in a different way.”
Ideea campaniei e “getting the skinny” si a fost creat si “Pop Culture Council” – care include multe personalitati cunoscute. Evident exista si pareri opuse campaniei – de pilda The National Eating Disorders Association care a spus ca “Pepsi should be ashamed for declaring that skinny is to be celebrated”.
In varianta Pepsi publicul nu e alcatuit doar din barbati.
Cum vi se pare ideea? Si ce produse ati cumpara macar o data din cele 2 prezentate?
Citatele si imaginile sunt luate de pe ad-age.com, articolele acesta si acesta.
Insemnari similare
Deci, să le stea marketing-ul în gât, sticle de 2L de Dr. Pepper când aduc?! (sunt fan Dr. Pepper, în caz că n-am fost foarte clar 🙂 )
Cred ca trebuie sa deschid un business cu tema dedicata – ca la noi prea curand sticle de 2l de Dr Pepper nu cred…
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