Despite increased consumer preferences for nutritional foods and beverages and the War on Soda, there will still be over 30 billion liters of soda sold in the United States in 2016.
PepsiCo, Coca-Cola and other major food and beverage companies are diversifying their portfolios to address an increasingly health-conscious consumer base, but that doesn’t mean they’ve stopped marketing their trademark drinks.
Aside from the challenges of marketing soda products at a time when they are falling out of favor, food and beverage companies must find creative ways of bridging the gap between online and offline marketing channels to drive sales.
The food and beverage industry must learn from campaigns such as Coca-Cola’s “Share a Coke,” PepsiCo’s “PepsiMoji,” and Oscar Mayer’s “Say It With Bacon” to discover how to reach an increasingly digital consumer base—especially as millennials continue to gain buying power.
Even with declining soda sales, Coca-Cola was able to reach the millennial market through personalization and online engagement—two factors that will be essential to the success of any food and beverage company moving forward. As Coca-Cola continues to diversify its product portfolio, millions of new social media followers will help the company increase the reach of new product launches.
The success of the “Share a Coke” campaign has prompted other food and beverage companies to find unique ways of bridging the online/offline marketing gap.
How PepsiCo Is Marketing with a Global Language—Emojis
Emojis have quickly become their own language—one that transcends cultural boundaries. PepsiCo has taken notice and intends to use emojis to connect their online and offline marketing efforts for Pepsi products.
Similar to the “Share a Coke” campaign, PepsiCo is trying to use its position as a cultural icon to market its trademark product to millennials. However, the ultimate goal is to create a brand perception that resonates with consumers and drives sales not just for Pepsi, but for the company’s diverse product portfolio as well.
While digital experience is often synonymous with millennial consumers, other food and beverage companies have used these principles in Coca-Cola’s and PepsiCo’s campaigns to reach consumers of all ages.
The “Say It with Bacon” campaign was rooted in an observation that purchasing bacon was a highly investigative process as people spent a long time examining packaging at grocery stores before making a decision.
Oscar Mayer was able to differentiate itself from the crowded bacon market by incorporating online engagement—not just for millennials, but for consumers of all ages purchasing bacon for Father’s Day.
There are countless ways to incorporate social media and online engagement into traditional offline food and beverage market. The key is for companies to examine market trends and determine how to best engage their targets in a personal and enjoyable way.
Keeping Track of Evolving Food and Beverage Preferences
Before any food and beverage company can decide how to bridge the gap between online and offline marketing channels, it must determine the consumer preferences new products or rebranding efforts will address. However, the food and beverage industry is undergoing major changes today and it can be difficult to decide what your best move is in the market.
If you want to learn more about the current evolution of junk food and the food and beverage industry as a whole, contact Signals Analytics for a download of our case study, free demo of the Signals Playbook™.
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Written by Erin Stavi
Erin Stavi is a Senior Food & Beverage Customer Success Manager at Signals Analytics, a Decision Science as a Service company, that enables global organizations to continuously experience the “aha moment” through Signals Playbook™, a cloud-based analytical intelligence platform that transforms the world’s unconnected data into actionable insights to enhance customer experience, optimize product portfolio health and propel innovation. Erin is a seasoned partner to Food & Beverage companies, devoting years to working hand-in-hand with leading F&B companies such as Kellogg and MillerCoors. She has a background in market research/analytics with a passion for growth and hunger for winning consumer preference.