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Pepsi Co. • $98 billion in retail sales annually • Pepsi Cola, Frito-Lay, Tropicana, Quaker, and Gatorade • products in over 200 countries • 36% snack food market share,25% refreshment beverage market share • employs over 200,000 people • Awards & Recognitions: • top 25 of the best global brands, • 4th best company – Diversity Inc • Green Award - EPA
Intention:To create brand loyalty and promote the image of Pepsi Co. in the African American Community.
Consumer Insights • Food purchasers • African-American mothers’ high brand loyalty • Social media as a tool to share opinions
Effectiveness • 2010 NAACP Award • Popularity of site • “Love Hurts” Commercial
Sources • http://www.pepsiweinspire.com/ • http://www.blackweb20.com/2009/09/28/pepsi-we-inspire-digital-campaign-targets-black-mommies/ • http://www.bmsg.org/pdfs/bmsg_cche_target_marketing_ethnic_moms.pdf • http://danielsethics.mgt.unm.edu/pdf/PepsiCo%20Case.pdf • http://rpmgrpwebbyonline.wordpress.com/