The World of Soda Pop.

Tess Maurici

target.Age: 18-25College StudentsYoung AdultsNewly Graduated Generation Y

Values: IndependenceFriendshipEducationSense of Freedom/AdventureRelationshipsFamily

Survey Results: Most are “Brand-Loyal” to Coca-Cola

a little competition never hurt.

competition.

our product.

Added Attributes:CaffeineCarbonation

Our research indicates that college students look for caffeine in their soft drinks to keep them awake (especially when consumed in class) and value the taste of their drinks.

packaging.Research showed that our target

preferred cans over glass bottles. In order to differentiate ourselves from

what’s already been done, our packaging material for our product will include cans that have “see-through” areas where one can actually see how much of the beverage he or she has left.

Also, we would like to include a can top that can be “re-closed” if it is

opened.

campaign.

everyone loves the chase.

C

campaign.

Street Teams

campaign.

We want to show our target that we support their active lifestyle and we want to be the first drink they think of when they go to class, hang with friends, cheer at a football game, or take on an adventure.