Mini Pepsi: Its What’s on the Outside that Matters.

 

We have seen mini before.  Most recently every candy bar and snack has been reduced to snack size for bite sized cravings.

Pepsi most recently has introduced a small can that gives consumers just enough taste of a sweet treat without having the unhealthy side effects of a while can. A tasting menu perhaps.  :)

From a business perspective, I think its super impressive that by going bite size, the soda giant might appeal to those who want just a bit, or something to hold them over till their next soda.  I am not sure of how the new cans are priced, but it would be interesting to compare the delta between the costs of the new mini cans, normal cans, and the final cost to a consumer.  They are far cheaper to ship and bottle I would assume, and the cost maybe be similar to a full can.

Mini cans have been around in airplanes and hotel mini bars for a while.  It will be interesting to see how they perform in a mass audience.

Sometimes, its not whats on the inside. 

 

Bonus: Other Mini Concepts

Smart Car:

Pringles Mini:

 

 

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Is Pepsi becoming the new Redbull?

 

As a Brand matures, they begin to diversify. The brand architecture becomes less about corporate colors and identity, and more about a brand experience and lifestyle.  Pepsi has been embracing this strategy with its “Max” line, proudly encouraging fans to carpe diem.

Damien Walters has been a youtube sensation for a few years now. Below is his 2011 showreel.  He has bee a figurehead in the freerunning and pakour community for quite some time.

In addition to seeing Pepsi continue to evolve as a brand, the other thing worth mentioning here is how they are using celebrity talent for brand transference.  Youtube is rapidly becoming a place for talent discovery and recruitment.  As the web has given a voice to everyman, talent and quality content is accessible to all. Some brands like Pepsi have moved into content creation using youtube sensations to draw a larger buzz on social media.

I think this campaign is a win-win.  Damien Walters gets to showcase his amazing talent to a larger audience, and Pepsi continues to expand its social capital to a younger generation with an exciting new ad campaign.  This campaign speaks to the future of brands becoming their own syndication channels of user curated talent.

-pd