Pepsi's new product for the Starbucks Refreshers, Blueberry Acai. This presentation gives a brief background and look at a digital marketing strategy for PepsiCo to use to promote their new product.

1. Pepsi’s New
Product Movement
BY: DAVID JELLIFFE

2. The Product
 Starbucks Refresher: Blueberry Acai
 Vitamin enhanced
 Natural Caffeine Beverage

3. Media Attack
 Facebook/Twitter
 Two largest social media outlets
 Pepsi’s social media pages
 Update page
 New Twitter page for product
 Introduction of New Product
 Merchandise/prizes
 Endorser: Jeff Gordon

4. Endorser
 Teens relate to social media and celebrities
 Endorser for Pepsi: Jeff Gordon
 Past Promotions
 Pepsi Test Drive: http://www.youtube.com/watch?v=Q5mHPo2yDG8
 Pepsi Test Drive 2: http://www.youtube.com/watch?v=dRIgmKGDqFM

5. Search Engine Promotion
 Google Adwords
 Keywords:
 Pepsi
 Pepsi New Product
 Starbucks
 Starbucks Refreshers
 Refreshing Taste

6. Adwords Examples
 Pepsi’s Starbucks Refreshers
http://www.pepsicobeveragefacts.com/
Looking for a new way to refresh?
New Starbucks Refreshers
 Pepsi plus Starbucks?
http://www.pepsicobeveragefacts.com/
The new natural caffeine drink
New Starbucks Refreshers

7. Media Budget
Google Adwords Budget
 Daily Budget: $8,000
 Yearly Budget: $2,880,000-$2,976,000
Facebook/Twitter Budget
 Daily Budget:$6,000
 Yearly Budget: $2,160,000-$2,232,000
Total Digital Budget: $5,040,000-$5,208,000

8. KPI
 Create Awareness
 Goal: Reinforce online advertising
 KPI: Branded traffic
 Highlight Events/Giveaway
 Goal: Engage online community via contests/prizes
 KPI: Visitor/Customer Loyalty
 Generate New Customers
 Goal: Capture leads (Twitter follows/Facebook Likes)
 KPI: # of Likes/Follows, New Customers

9. Target Audience
 Teenagers and young adults
 Ages 16-23
 High school and college students
 Target audience reached through Social media
 Similar to PepsiCo’s Mountain Dew Kickstart
 http://www.youtube.com/watch?v=Nd6U7ktzue8

10. Conclusion
 Result of the Starbucks Refresher:
 Bring in new customers
 Increase online presence
 Increase online following
 Raise awareness