How can Pepsi disrupt the beverage industry leveraging their partnership with Sodastream, and build a billion dollar brand in the Make-My-Own category, within 5 years?
Not enough people have Sodastream and those who have one aren’t using it to make soda. How can we sell Pepsi pods if people don't have Sodastreams?
After analyzing other successful beverage markets (coffee & wine) and comparing them to the soda market, we found a troubling contrast: Both of those markets have their own unique cultural spaces that have allowed them to endure shifting consumer trends, while the soda industry is constantly criticized and linked to health issues - leading to a decline in consumption. Amidst all the criticism, soda’s place in culture is diminishing.
We found an opportunity at the consumer’s workplace. A growing trend in the workplace is an increased focus on health: 70% of organizations are now offering some type of Health & Wellness program for their employees (forecasted to grow another 8% by the end of this year). Concurrently, employee unhappiness is also increasingly common: 87% of Americans are unhappy at work.
Position soda stream as the fountain of fun. Infiltrate the afternoon and bring joy into the mundane workplace.
Brand Managers: Adeel Shams, Benjamin Frye, Sta Sean Ridley, Stacey Garrett, Sarah Feroldi