Project Background:
Pepsi challenged us to create a new $1B dollar brand in the Make-My-Own Soda Market, through its partner SodaStream.
The Solution:
Our solution was to embrace creation rather than replication; allowing customers to mix and match flavors and ingredients to create their own Pepsi experiences, by making Pepsi not the final flavor, but an ingredient.
However, there was one major roadblock; SodaStream. In the last three years, through failures, boycotts, and vicious attacks against Pepsi, SodaStream has proven itself too risky of a long term partner. That's why we told Pepsi, in order to make a new $1B dollar brand, to first buy out SodaStream, and with SodaStream's stock down 81% in three years there's never been a better time to buy.
Go-To-Market Strategy Breakdown:
Pepsi challenged us to create a new $1B dollar brand in the Make-My-Own Soda Market, through its partner SodaStream.
The Solution:
Our solution was to embrace creation rather than replication; allowing customers to mix and match flavors and ingredients to create their own Pepsi experiences, by making Pepsi not the final flavor, but an ingredient.
However, there was one major roadblock; SodaStream. In the last three years, through failures, boycotts, and vicious attacks against Pepsi, SodaStream has proven itself too risky of a long term partner. That's why we told Pepsi, in order to make a new $1B dollar brand, to first buy out SodaStream, and with SodaStream's stock down 81% in three years there's never been a better time to buy.
Go-To-Market Strategy Breakdown:
