Diet pepsi released a whole new package and their director of marketing believes it to be a big step for the company. The brand joined the HGTV design star Vern Yip to design a classic new can that the believe exudes " confidence, vibrancy, positivity, energy and strength." The campaign mostly targets women and is believed to be an eye catching component that will have the cans flying of the shelf.
Director of marketing Amy Spiridakis released their future plans and target market by saying "It's targeted at females who love home design. It's not so pinpointed around a demo but more a mindset that focuses on enjoying being around others. The home is their anchor point. In May, Target will actually run an exclusive program where consumers who buy Diet Pepsi will get a set of six coasters that have the Vern Yip design printed on them."
I believe this partnership will be a big draw for women who are more drawn to pretty packaging. Also with a big HGTV name they will definitely be getting some attention. I can't wait to pick up a can myself!
I also can not wait until the campaign starts! A fan of Diet Pepsi and HGTV, I am definitely one the target audience members for this campaign. I just find it interesting how companies make decision on who they are looking to bring the campaign's attention to.
ReplyDeleteJust like you both, i am really excited for this new campaign to start up to! I can personally say i am one of those people who buys soda just because i like the can so i can't wait to see what this one looks like. I also love Diet Pepsi and HGTV! I think it's a interesting that Pepsi is choosing to run an exclusive program with Target that focus on the home design, it's a really cool approach!
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