PepsiCo Beverages Canada has launched a new, or should I say, old beverage straight out of the seventies. The same campaign, Throwback, ran across the United States last year and was a huge success. For a limited time in select areas across Canada, consumers will be able to flashback to the seventies and enjoy the great taste of the original Pepsi made with all natural sugar instead of the high-fructose corn syrup that is used today. The beverage will be packaged in a can similar to the one from 1971 and is expected to fly off the shelves. Pepsi Throwback is targeting the “young at heart” and especially Generation Y who spent their youth consuming the beverage. The campaign is going to run with the tag “Pepsi Throwback: A blast from the past” and will be displayed with a retro seventies theme. In addition, there is going to be a large promotional effort through social media.
Not only is Pepsi going to attract Generation Y consumers, but it will also attract consumers from various other generational cohorts who are health conscious and concerned about consuming unnatural beverages with lots of fructose and preservatives. Since Pepsi Throwback contains natural sugar, unlike most of the soft drinks today which use corn syrup to sweeten their drinks, these consumers will likely buy the beverage because of its natural ingredients. In addition, the beverage will also appeal to Generation X consumers and tweens because the word of mouth will spread about the amazing taste of the beverage containing real sugar as well as their reliance on social media.
Overall, I think the campaign will be very successful as many consumers are going to want to get their hands on the beverage to recall the great taste from the seventies and relive a part of their youth or try the all natural sugar soft drink flavour for the first time. Hopefully I can find one and give it a try!
Source: Marketing Magazine