INTEGRATED BRIEFING TEMPLATE
What is the problem / opportunity?
- Background
Pepsi Max and Doritos have launched the Pepsi Max Ceasefire Lime and Doritos Burn.
Doritos Burn is a chilli flavoured corn chip
Pepsi Max Ceasefire Lime – A no-sugar lime flavoured cola
This is the first time both Schweppes and Pepsico sales forces have worked together to co-launch and sell-in new products. Feedback around the engagement and sell-in process has been extremely positive and the launch has been highly successful with both products selling extremely well.
- What is the business challenge?
Pepsico brands – Pepsi Max and Doritos are launching 2 new limited edition products in 2012. These include:
- Pepsi Max: Students to create new flavour
- Doritos: Students to create new flavour
Functionality – These products must work hand in hand and create an eating experience worth re-purchasing.
For background information find an example from the existing ‘Cool the burn’ launch. It involves enjoying a flavour packed, hot and spicy corn chip, then cooling the burn with a deliciously lime flavoured cola soft drink.
The business objective is to leverage the power of both the Pepsi Max and Doritos brands to build incremental growth for both.
- What is the main problem we are trying to solve or opportunity we’re looking to capitalise on?
The core opportunity is to drive incremental sales of Pepsi Max and Doritos through simultaneously leveraging the two unique product innovations.
- What is the specific role for communications?
Drive rapid awareness and mass trial of the bundle (Both Max and Doritos)
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