Pepsi Proves Size Really Does Matter to Women

Aug. 30, 2011 - PRLog -- PepsiCo has launched a new smaller size alternative to their current 330ml cans as a marketing ploy to attract more women to its brand.  New 250ml cans will be available after marketing managers at the company hope it will ‘fill a gap in the market’.

Promotion of this new range will include a sampling campaign and discount coupons to encourage consumers to purchase this new size.

The new volume of can will include 7UP Free and Tango by next spring.  They will also introduce a variety pack of 36 smaller cans.

Britvic Brand Controller, Noel Clarke says “From our research we know that consumers buy based on the number of cans inside a multipack. The more cans in a pack, the more consumption occasions there are and the more cans there are to share.”

Britvic’s research also concludes that global sales of soft drinks were up 7.5% year on year to 26.4 billion in 2010 alone.

Pepsi Cola, Pepsi Max and Diet Pepsi’s combined UK take home sales were up 13.2% year on year to £308m in 2010, according to the Britvic Soft Drinks Report.

Journalist Ruth Mortimer, recently took to Marketing Week to express her concerns about Molson Coors’ bid to woo women with a ‘feminine’ beer and suggested that gender targeting can be clumsy and misguided. Ad campaigns that target specific genders can often be deemed as patronising and unnecessarily over-the-top in a bid to quash stereotypes.  

So is PepsiCo’s latest marketing strategy going to encourage the ‘fairer sex’ to buy into their newer smaller cans or will it just remind women that they are being stereotyped against?

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Brand are the only specialist PR and Marketing recruitment firm in the Eastern Region. With the widest variety of marketing jobs in the area, we work with clients ranging from boutique marketing agencies to global FMCG giants.