Hasta La Creative!

For the big soda companies, it’s become necessary to latch on to — and aggressively market — any bright spots. So when PepsiCo noticed Wild Cherry Pepsi outpacing the category, it set about creating a robust marketing plan to support the cola, even though it controls just shy of 1% of the soft-drink category.

“Flavored colas are having a good time. When you think about, look at the future of the cola category, they may be a more important part of the portfolio,” said Simon Lowden, Pepsi Beverages North America chief marketing officer.

According to Beverage Digest, Wild Cherry Pepsi grew 2.9% last year, compared to a 3% decline for the entire carbonated soft drink category.

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