“All of the taste, none of the guilt” Shaun Early Eduardo Herrera Nicole Jacobs Claudia Martinez Jorian Micor Mike Minogue Chris Venturini

Pepsi Slim Greatest innovation both in soda and dietary supplement history Exact taste of Pepsi, with revolutionary weight loss benefits Not only will it change the way you drink, it will change the way you live ALL OF THE TASTE NONE OF THE GUILT

Pepsi Today Brief Pepsico overview Annual budget for advertising Industry info Market share>

Campaign Objectives Create brand awareness Convert competitor consumers Gain consumer loyalty Credible product with same great taste Ultimate weight loss drink

Sales Objectives Acquire a greater customer base than competitors Compete with other dietary brands in the market Set competitive price Obtain at least 5,000 new consumers per month Increase sales made to existing consumers

SWOT Analysis STRENGTHS “Pepsi brand” awareness amazing marketing campaign in the works exciting new product WEAKNESSES confusion on what product is expensive marketing campaign OPPORTUNITIES no strong industry leader ability to surpass Coke in beverage sales obesity epidemic THREATS potential to “cannibalize” and ruin regular Pepsi brand lawsuits for misuse of product (overdrinking)

Commercials & Endorsement Pepsi superbowl halftime show Celebrity endorsers: Britney Spears & Beyonce

Social Media

Samples and Packaging Free Samples on College Campuses Cafeterias Dining areas Recreational Centers Packaging Slim Design “All of the taste, None of the Guilt” #PepsiSlim

Budget Superbowl Commercial $3.5 million for every 30 seconds *4= $14 million Packaging and Production Distribution: $.15 per can Can and Holder: $.20 per can Actual Pepsi Slim: $.05 per can Total: $.40 per can * 50,000 cans daily * 365 days= $7,300,000

Budget Continued Illinois Major Universities Blind Taste Trials Direct Labor: $20/hour *20 hours weekly * 4 weeks * 10 reps = $16000 per University * 5 Universities = $80,000 Average enrollment 5 Universities= 22,750 students Direct Materials: $.25 per can * 11,400 cans= $2850 per University * 5 = $14,250 Overhead = $5000 Total Cost for Taste Trials = $99,250

Budget Concluded Instagram ad $150,000 monthly * 12 months = $1,800,000 Facebook Marketing Campaign The Pepsi Slim Refresh Project = $2,000,000 Celebrity Endorsers Beyonce: 10 Million Britney Spears: 5 Million Total Budget Cost: $40,199,250

Superbowl Commercial mc