Marketing Currents - Business and Marketing Current Events

PepsiCo’s new DriftWell aimed at aiding relaxation and sleep

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While most soft drink companies give consumers a boost with caffeine, PepsiCo has created a beverage that’s meant to help people catch some Zs. The multibillion-dollar beverage giant announced it will be releasing a new water-based drink called DriftWell.

Click here to read the story from foxbusiness.com.

Questions for Classroom Discussion:

  1. What is branding?
  2. How do things like logos, product names and packaging represent the concept of branding?
  3. Why might an effective branding strategy be important to the launch of a new product?
  4. What is positioning? How is Pepsi positioning its new product?
  5. In your opinion, will Pepsi’s new product be a popular seller with consumers? Why or why not? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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