The advertising team for Pepsi is tasked with coming up with a new peanut-flavored soda after "Peanut Pepsi" was rejected. They propose "Goober Pepsi" to keep the peanut theme while having a more creative name. The print ad will feature a cartoon boy smiling as he sprints with a Goober Pepsi, with his peers looking on in disbelief. The ad targets Generation Y and lower Generation X to appeal to their youthful image and impulse buying habits.

1. Running Head: Creating a Print Ad 1
As a member of the advertising team that is in charge of the Pepsi account is going to be a
challenge. So far the company has come up with a concept of introducing Peanut Pepsi or Peanut
Butter Pepsi; realizing that this name is not good even at the beginning stages. The team has been
brought in to help the Pepsi Co. get back on the right track. The goal is to come up with a new name
while keeping the peanut theme alive.
1. Goober Pepsi
The name goober means the same thing as peanut, but the name is not quite so bad and is a bit
more creative. Although there is currently an excellent candy on the market called goobers, this is a
name that stands out because most people do not use the word in everyday speech. Using the name
goober states exactly what the product taste like and is not the least bit deceptive. The name goober
can be quite funny when used in a certain context. Another appeal is the combination of salty and
sweet.
2. Honey Roasted Pepsi
This may not be exactly what Pepsi is asking for but it not a bad idea of going in this direction.
If the idea of a peanut tasting soda is not appealing, then honey roasted flavored soda might be a bit
more appealing. Honey roasted peanuts have a sweeter taste to it than regular peanuts and soda is
already sweet to begin with so the image is not quite as repulsive upon first thought. This is the only
brand of peanuts that has a sweet taste to it and the idea of a honey roasted soda can provoke a certain
curiosity along the lines of frying anything in sight at a state fair.
3. Almond Pepsi
This is another peanut derivative that is not quite the same as peanuts, but will have the same
appeal. The reason that almonds has an appeal is that it has a bitter taste which is something different
than what the usual soft drink consumer would be used to. The only down side is that some people

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may think that almonds is a fine taste by itself and does not need to be added to soda. While this is a
valid concern curiosity will get the better of the consumer and they will give it a try.
After considering the alternatives of which new flavor of Pepsi to consider unleashing on the
market; the target market has to be established. For the most part the demographic segmentation will
be confined largely to age difference because of shared experience within the generation. Gender
appeals are not limited to generation so focusing on gender is not necessary. The same issue occurs
with diversity because the issue is not quite as monolithic as generational appeals.
 Generation Y
◦ Majority born between 1982 and 1994
◦ Called Millennials and Echo Boomers
◦ About 80 million in population
◦ About a third non white
◦ Oldest holding entry level in workforce and youngest in elementary or junior high
◦ A quarter live in single parent house hold
◦ Highest level of education of previous generations
◦ Graduate college with $20 to $30 thousand in debt
 Generation X
◦ About 50 million in populaton
◦ Over 60% have higher education degree
◦ Pragmatic in realizing that using practical approach to achieve results
◦ More likely to be thrill seeking
◦ Feels like generation is getting the shaft
One major demographic group that is missing in terms of age is the baby boomer demographic.
Although this is a large group to appeal to, they do not fit within the demographics of the group that the

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campaign is going to target. The approach that is desired by the group is to appeal to the younger
demographic in the hopes that they become loyal to the brand. In other words if they enjoy the product
at a young age they should stick with the product for a very long time.
Go Grab the Goober
Grab the Goober for a Gripping Good Time
This is the headline and the tagline for the alternative chosen to replace the rejected Peanut
Butter Pepsi. Goober Pepsi sticks closer to the original intent of the concept without deviating too
much compared to the original proposal. The idea behind the headline and tagline is the use of
alliteration. The idea of using the same starting consonant letter at the beginning will aid in the
advertisement being more memorable. Saying or hearing the phrase a lot in rapid secession will ingrate
itself in the mind of the consumer so even if they never buy the product, at least they will remember the
product. The other suggestions appeared to expand the line a bit and perhaps deviated from the original
intent.
The print advertisement will be a drawing/animation style look to it. The background will be in
all black so that the visual drawings will be drawn out and contrast with the drawings put on paper. A
little kid drawn in the vein of Hobbs from Calvin and Hobbs; not an exact replica, but a reasonable
facsimile will serve as the main character. He would be holding the new Goober Pepsi in his forearm
while sprinting in slow motion (like running with a football) while smiling. His peers are in the
background looking at him in disbelief.
The advertising campaign is designed to appeal to the lower end of generation x and all of
generation y. The rational is that a cartoon drawing will appeal to people that have money to purchase
the product on an impulse buy, while not being too far removed from the youth image presented in the
advertisement. On a subconscious level it can evoke the adventurous theme of generation x and the
youth of generation y. The name Goober has a kind of juvenile appeal to it that is more appealing to
the youth of today.

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References
Generation Y demographics [Blog post]. (n.d.). Retrieved from http://theechoboom.com
Lyon, E. (201-, March 1). Examining generation x stats, demographics, segments, predictions.
Retrieved September 15, 2013, from http://sparxoo.com

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References
Generation Y demographics [Blog post]. (n.d.). Retrieved from http://theechoboom.com
Lyon, E. (201-, March 1). Examining generation x stats, demographics, segments, predictions.
Retrieved September 15, 2013, from http://sparxoo.com