The war between Pepsi and Coke has raged on for over a century, and while MULO Dollar Sales are up Pepsi, we still trail Coke by almost 7%. While our goal of winning the war remains the same, the battlegrounds continue to evolve. Today, e-commerce is a channel that sees Pepsi gaining new buyers while Coke is losing them. We looked to leverage this channel to maximize profits and further arow Brand Affinity
Americans no longer assume "bigger is better," as portion control has become a cultural trend. Consumers look for pack sizes that allow them to enjoy products sensibly, and are even willing to pay more for less to avoid overindulging. This trend fits perfectly with our Pepsi Mini Cans strategy, where the brand makes more profit per quart than the 12oz and 2-Liter packages.
The year 1995 was the peak for all things big. In-store, Pepsi tapped Shaquille O'Neil to promote their Big Slam 1-Liter packaging. On the radio, artist Skee-Lo had the hit song, "I Wish (I Was A Little Bit Taller):" Our idea flipped both these commercial and cultural events on its head for today's consumer. We had Shag and Skee-Lo re-record the song with the new lyrics, "I Wish I Was A Little Bit Smaller" to humorously demonstrate our product's packaging attributes. We then created content specifically designed for digital and e-commerce channels - including OLVs, Retailer Brand Pages, PDPs and Owned Social - where Shaq sung the praises of our Pepsi Mini Cans.
