Pepsi Communications Objectives & Budget Request

Pepsi Campaign and Brand Awareness

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Pepsi a soft drink manufactured by PepsiCo was first introduced in 1898 (Hoover , 2002 , and has grown to be a leading global brand as a carbonated soft drink . Pepsi continues to be the leading icon of this Foods and Beverage Company . To strategically position itself against its rival competitor Coca-cola , Pepsi has had to undertake major and very expensive campaigns . In light of this , this outlines the campaign objectives of Pepsi brand in creating brand awareness , image improvement

and interest among its consumers . This will also outline the cost implications and budget required in realizations of these objectives

One of the objectives of Pepsi has been to increase its global brand awareness and reach more consumers . Pepsi acquired the services of Arnell group , a company specializing in brand creation and product innovation to help uplift its brand image globally . By visiting different countries to explore emerging markets and global product drivers , the company has been able to get the purchase intentions of its consumers . Its youthful consumers needed a brand that is fun and brings the aspect of adventure

With the goal of increasing its global market , Pepsi ventured in a different campaign strategy . By leaving the TV program super bowl to launch the Pepsi refresh program , the campaign would be instrumental in increasing its brand awareness globally . Apart from being a global promotional strategy , the 20 million program will push the Pepsi image higher because it identifies...