AdAge provides its review of the new DP Ten work:
The packaging and marketing are both heavy on masculinity, but also clearly state the brand proposition, something Coke Zero and Pepsi Max struggled with. Coke Zero’s first campaign, “Everybody Chill,” left consumers confused, as did Pepsi Max’s original billing as a diet drink that was a cross between an energy drink and a cola.
Mid-calorie sodas such as Dr Pepper Ten could be just the boost the struggling soft-drink category needs, as consumers look to trim calories from their diets and health advocates blame the fizzy drinks for obesity and diabetes.
Read Article Here
The packaging and marketing are both heavy on masculinity, but also clearly state the brand proposition, something Coke Zero and Pepsi Max struggled with. Coke Zero’s first campaign, “Everybody Chill,” left consumers confused, as did Pepsi Max’s original billing as a diet drink that was a cross between an energy drink and a cola.
Mid-calorie sodas such as Dr Pepper Ten could be just the boost the struggling soft-drink category needs, as consumers look to trim calories from their diets and health advocates blame the fizzy drinks for obesity and diabetes.
Read Article Here
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