THE ORIGINAL QUESTION
What are the opportunities and barriers for sparkling beverages throughout the day?
THE CREATIVE QUESTION
What is the future of bubbles?
How do we crack the fizzy code to activate Pepsi’s innovation pipeline? What are consumers’ carbonated needs throughout the day? What are the underlying emotions and motivations driving sparkling beverage consumption? What can and should Pepsi create?
A CREATIVE ANSWER
All bubbles aren’t created equal. As we explored the barriers and drivers of sparkling beverage consumption over the course of a typical day, we learned that, yes, sparkling, bubbly, fizzy, and carbonated are all connected but they do not mean the same thing. Each word conjures up different associations, expectations, and occasions for consumers. We leveraged these emotions and behaviors to create eight innovation territories across the category—territories they’ve used to launch at least three successful products.
WHAT WE DID DIFFERENTLY:
Turned our office into a veritable beverage warehouse, hand packing and shipping our respondents a 5-day supply of drinks in specific brand + flavor combinations
Conducted a week long saturation + deprivation experiment with consumers, requiring them to either drink ONLY sparkling beverages (the saturation) or ONLY still (the deprivation)
Followed along in real-time as consumers chronicled their experiences through online ‘drink diary’ confessional videos, giving us an inside look at the good, the bad, and the ugly of saturation and deprivation