Marketing Currents - Business and Marketing Current Events

Pepsi endorses a different kind of ‘wild side’ in millennial-focused Wild Cherry campaign


Pepsi is encouraging fans to “get wild” in a campaign promoting its Pepsi Wild Cherry soda. The initiative, which consists of two 30-second spots, arrives just in time for NFL Wild Card Weekend, the start of the league’s highly-anticipated postseason.

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Discussion Questions:

  1. What is market research?
  2. According to this story, this Pepsi campaign was developed from a key consumer insight: the discovery that millennials – and female millennials in particular – are driving the growth of the flavored cola category. How does that provide an example of an application of market research?
  3. According to the research, what is the most popular flavor in the United States?
  4. How might that information influence Pepsi’s marketing decisions?
  5. What is market segmentation?
  6. What are the different forms of segmentation?
  7. Why would a brand segment the market using age groups?
  8. Who are “millennials” and what age group might they represent?
  9. Why do you think Pepsi is targeting millennials with this Pepsi Wild Cherry campaign?
  10. How do you think a target market influences advertising in terms of content, style, and message?
  11. What message is Pepsi trying to send to consumers with this campaign?
  12. Why do you think they are launching this campaign in time for the NFL playoffs?
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.