What is the purpose of PepsiCo s upcoming sleep aid drink?

The coronavirus pandemic has put more stress on consumers' lives, and the number of insomnia cases has also risen sharply during this period, and PepsiCo's latest beverage, Driftwell, is working to address this problem. Recently, PepsiCo announced that it will launch a sleep aid drink called Driftwell to help people relieve stress before bed, the biggest highlight of this sleep aid drink is that it contains 200 mg of L-theanine and 10% of the body's recommended daily dose of magnesium per serving, the drink helps reduce the physical symptoms of stress and promote sleep quality. <>

Initially, the idea for a sleep aid was proposed by a PepsiCo employee and was quickly recognized by the department, with Emily Silver, vice president of innovation and capability for PepsiCo's North American beverage division, saying it was the fastest new product to market in the company's history. Driftwell is an ounce of blackberry lavender drink that will come in a blue-yellow patterned can**, said to retail for $10 per 10 cans, the drink contains 200mg of L-theanine, which is commonly found in green tea, black tea and mushrooms, some studies have confirmed that theanine can improve people's sleep quality and help reduce some of the physical symptoms caused by the stress of life and work, in addition, the drink also contains 10% of the recommended daily dose of magnesium, Although magnesium does not have a direct effect, it can be said that it is good for the body as an essential trace element. <>

However, Dr. Rachel Salas, a sleep specialist and associate professor of neurology at Johns Hopkins University School of Medicine, questioned the actual sleep aid effect of the drink and offered some ideas of her own. <>

Dr. Salas said that L-theanine as a supplement has not been adopted by the Food and Drug Administration, and there are not enough medical studies to prove that it has a role in sleeping, and as for the 10% magnesium content in it, there is also no strong scientific evidence that magnesium can be used as a cure for insomnia. In addition, she believes that the dosage taken by each person can vary greatly, and expressed concern about the possible interaction of L-theanine with the drugs consumers take.

Pepsi promotes a sleep aid drink, also known as Happy Water, which has the effect of relieving anxiety, improving sleep quality, and helping to reduce physical symptoms caused by stress.

It may contain ingredients that can help sleep, relieve stress and improve sleep quality, but the specific effect is unknown, and the effect may be limited, but it is a very meaningful attempt to bring the public's sleep problem back to the attention of the public.

PepsiCo's sleep aid contains L-catecholic acid, an ingredient that improves sleep quality and helps reduce stress. The drink driftwell was sold nationwide** in December.

This drink is infused with ingredients that promote relaxation and help relieve stress, so it can improve sleep. It can help people fall asleep faster and improve the quality of sleep.

One is to do cross-border cooperation in the market. The other is to expand some new channels, after all, the effect of sleep aid drinks is to help improve the quality of sleep, so it is also good to add another wave of fans from this aspect.

In light of the sharp rise in the number of insomnia cases during the pandemic, PepsiCo will promote Driftwell, a sleep aid drink that helps consumers relieve stress before bed, which is only available in a "blackberry lavender" flavor and an ounce mini can contain 200 mg of L-theanine to improve sleep quality and reduce stress.

Summary. PepsiCo's network marketing strategy, in April 2000, Pepsi announced a comprehensive network promotion cooperation with Yahoo; Increase the delivery of ** sites; At the same time, he is also involved in sports**. Pepsi's online advertisements are more lively, whether it is the composition of the picture or the use of animation, they all convey a sense of "cool".

PepsiCo's online marketing and strategy enlighten us: first, the online marketing and advertising of daily consumer goods should become a long-term behavior, and at the same time, it is necessary to focus on the key points in the peak season; Second, we should try to use online marketing advertisements to attract target consumer groups; Third, it is necessary to maintain the continuity and consistency of online and offline marketing advertising.

Pepsi's marketing approach.

Hello, dear dear, I am happy to answer for you: localization strategy, 70% of the management of PepsiCo China is already Chinese. The merger of PepsiCo and Quaker also accelerated PepsiCo's localization process in China.

PepsiCo's network marketing strategy, in April 2000, Pepsi announced a comprehensive network promotion cooperation with Yahoo; Increase the delivery of ** sites; At the same time, he is also involved in sports**. Pepsi's online advertisements are more lively, whether it is the composition of the picture or the use of animation, they all convey a sense of "cool". PepsiCo's online marketing and strategy inspire us:

First, the online marketing and advertising of daily consumer goods should become a long-term behavior, and at the same time, it should focus on the key points in the peak season; Second, we should try to use online marketing advertisements to attract target consumer groups; Third, it is necessary to maintain the continuity and consistency of online and offline marketing advertising.

Hello, dear, Pepsi ** strategy, relying on its strong and correct marketing strategy: 1. Localization strategy, 70% of the management of Pepsi China has been held by Chinese. The merger of PepsiCo and Quaker has also accelerated PepsiCo's localization in China.

2. Diversified brand strategy, the flagship brands of Pepsi Cola International in the Chinese market include Pepsi-Cola, 7-Up and Mirinda. In addition to beverages, it also dabbles in sports equipment, fast food, and food. The results of the 2021 survey show that Pepsi has become one of the favorite beverages among young people in China.

3. Transmission strategy, public relations, advertising, personnel promotion, business promotion and other first-class strategies in one, in the integrated marketing transmission, a variety of publicity media and information carriers complement each other, cooperate with each other, complement each other. 4. The unique promotion and popularity of the audience benefits from the singing of the audience, and the success of Pepsi's marketing lies in the fact that it realizes the charm of communication, which is an interactive communication. Good song melody and touching lyrics are all the best language to communicate with consumers.

With such a message, the brand's concept is naturally deeply rooted in the hearts of the people. 5. Large-scale public relations, for a long time, Pepsi has been committed to establishing a good public relations system with "Pepsi Cola" as the starting point, enthusiastically sponsoring sports events and other public welfare undertakings, and the social image of the brand has been greatly improved. 6. Change the marketing tactics of the end, and the achievements of Pepsi are inseparable from its multi-end and powerful performance.

Dear, I'm glad to answer for you: A: Pepsi ** strategy Pepsi'**Event PlanningRecently, many netizens are curious about what Pepsi's ** event planning is like, so they have collected ** event planning templates about Pepsi, hoping to help everyone, let's take a look at it below. 1. The purpose of the activity is PepsiCo's new low-carbon Coke, and the design of the Cola Pull Ring is an embedded pull ring.

The built-in pull tab is more environmentally friendly and safer. At the same time, the company also launched the lightest 600ml packaging bottle. The new technology makes the outer shell of the packaging bottle thinner, and its rational structure protects the beverage ingredients.

Carb cola has half the sugar, carbohydrate, and calorie content of regular cola, making it the best version of cola. In order to advocate a low-carbon life and build a harmonious campus, we decided to plan a 1-3 day promotion plan for the newly launched low-carbon Pepsi Cola around Christmas in 20xx. Let the consumer group recognize the function and effect of the new product in the shortest time, shorten the promotion period of the new product, accelerate the growth period, create profit benefits, so as to achieve the purpose of expanding market share, second, the object of the activity Our products are biased towards the middle and low-end market, mainly to students, teachers, and other staff as the main consumer groups.

The main objects of this activity are: all teachers, students and staff in Wenzhou University Town. Target consumer group:

Teachers and staff at the school. Characteristics of the activity object: (1) Have a certain purchasing power.

2) Increased awareness of environmental protection. (3) The pursuit of fashion, health and vitality.

PepsiCo's latest beverage, Driftwell, is working to solve this problem.

In an internal innovation competition launched by PepsiCo last year, PepsiCo employees came up with a drink that would help consumers de-stress and relax before bed.

The idea for the sleep-aid drink was proposed by an employee of PepsiCo, and Emily Silver, vice president of innovation and capability for PepsiCo's North American beverage division, said it was the fastest new product to market in the company's history. In December, Driftwell will go live on e-commerce platforms nationwide and in grocery stores by the first quarter of 2021.

That's what I'm concerned about.

Nowadays, many people are very particular about health, because the pace of life is very fast, and the pressure of life is also very large, and there will be many people who will get sick because of this, so they are very particular about their physical health, and they begin to maintain their health, so many food companies have also seen everyone's needs in terms of food, so they have transformed their own company's products, in order to better meet the needs of everyone's life, even Pepsi Cola, which we all know, has launched a sleep aid drink. Why are most beverage brands now taking the healthy route? I can take a look at it today.

First, in order to meet everyone's needs, health is a point that people now attach great importance to, because now many people's physical condition is not very good, are in a sub-healthy state, there is a sentence is that the disease comes from the mouth, so now people will attach great importance to what they eat, and they are very attentive to this aspect of things, and the beverage brand must also keep pace with the times. Pepsi Cola launched a sleep aid drink, which is to see that many people often have the problem of not sleeping well because of stress, so that this type of people can sleep better.

Second, in order to make the brand better development is a very important thing, how to make your brand drink continue to develop, it is a very difficult and not easy thing. If this brand is always a single aspect, the development is still very difficult to do, so if a brand wants to continue to develop, it is not only to do a good job in the formula of the product, have a good brand reputation, but more importantly, to keep pace with the times, and the development of the times, health is the main theme of our times, now people are putting health first, only physical health is the last word, so now many brands are beginning to take the health route.

Because the pace of life is fast and the pressure of life is relatively large, in order to meet everyone's needs and make the brand develop better, most beverage brands have moved towards a healthy route.

It shows that this is a trend, and it is also a common demand of consumers at present, who pay more attention to health and wellness. Only by conforming to market demand can we win the market.

Because more and more people are paying more attention to their health, these big brands have also made some improvements and changes to cater to the public, and they need to cater to the market, so as to maintain customers and open up the market.

Emily Silver, vice president of innovation and capability for PepsiCo's North American beverage division, said Driftwell Beverages is the fastest new product the company has ever launched. In December of this yearDriftwell will be available on e-commerce platforms across the United StatesIt will be available in grocery stores by the first quarter of 2021

Considering all the things that happen on the macro level, I think we're going to have a lot more consumer interest when we launch this program than it was before. Silver said. Silver also stated:

It's an emerging field, and frankly, we think we can build this space from a [liquid beverage] perspective. ”

At the moment, it is unclear whether PepsiCo has any plans to introduce Driftwell to the Chinese market.