Pepsico + Sodastrem Make My Own

Pepsico + Sodastrem Make My Own

Challenge: How can Pespsico and Sodastream leverage the Make My Own disruption trend to create a billion dollar brand in 5 years.
Problem: Not enough Americans have Sodastream (less than 3% of the public owns one) and those who have one aren’t using it to make soda
Situation: US soda consumption has been in steady decline for the past 10 years and former soda drinkers are turning to other beverages to replace their soda habit.
Opportunity: Energy drink consumption has been on the rise and expected to surpass coffee in the near future. Millions of americans get their caffeine fix from energy drinks but don’t currently have an easy reliable way to make their own at home.
Young moms are heavy energy drink consumers, but no one knows because it’s mom’s little secret. The stresses of parenting and handling the daily pressures of life are a lot to bear and energy drinks help mom cope. But she doesn’t want to be judged so she keeps it to herself.
Strategy: Make Sodastream mom’s gateway to guilt energy
How: Zest – Fuel for America’s young moms
Zest – A make my own natural energy drink


Team: Michelle Darnell -Brand Manager, Will Espinoza -Brand Manager, Whitney Paul -Brand Manager, Ashley Stanfield -Brand Manager