Marketing Currents - Business and Marketing Current Events

Pepsi Teams Up with Bobby Flay to Offer Two Summertime New Flavors for a Limited Time


Pepsi is gently ushering in summer early this year with the release of two completely new flavors.

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Discussion Questions:

  1. What is product development?
  2. Why do you think soda brands like Pepsi and Coke offer seasonal or limited time flavors?
  3. How do you think those new products are developed? What factors influence those decisions?
  4. Based on information from this story, describe the new flavors that Pepsi is releasing for this summer.
  5. Who is Bobby Flay?
  6. Why do you think Pepsi would want to team up with Bobby Flay?
  7. Is this an example of influencer marketing? Why or why not?
  8. What is positioning?
  9. Why do you think Pepsi is positioning the new limited time product as “summertime” flavors?
  10. How might the new flavors help with Pepsi’s efforts to position the new product as a summertime beverage?
  11. What is consumer engagement?
  12. Why is consumer engagement important to Pepsi?
  13. According to what you learned in this news story, what is Pepsi doing to increase engagement with this campaign? How will Bobby Flay’s involvement help?
  14. Why is digital and social media marketing an important component of this campaign for Pepsi?
  15. According to this story, Bobby Flay will be featured in an upcoming linear TV campaign, in-store displays, digital content shorts, stunts, and a social series. How might that help Pepsi to sell more of its products?
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.