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.
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Questions for Classroom Discussion:
- What is branding?
- How do things like logos, product names and packaging represent the concept of branding?
- Why might an effective branding strategy be important to the launch of a new product?
- What is positioning? How is Pepsi positioning its new product?
- In your opinion, will Pepsi’s new product be a popular seller with consumers? Why or why not? Be prepared to discuss your answers.