The Pepsi Ultimate Taste Challenge 2012: Social Enough?

Case Solution

June Cotte, Jawwad Khurshid, Jill Campbell, Paul Strachan, Zoe Baldwin
Ivey Publishing ()

In April 2012, the Chief Marketing Officer for Pepsi Beverages Canada evaluated the implementation plans for the annual version of the event traditionally known as the Pepsi Challenge. Now called the Pepsi Ultimate Taste Challenge, the objectives of the campaign were very aggressive and of course a fight between Coca-Cola and Pepsi was always difficult. New for Summer 2012 was the emphasis on social media and interaction between social media and the Ultimate Taste Challenge. Additionally, the chief marketing officer targeted millennials as a target market segment. These consumers were a notoriously difficult group to market to. The marketing manager evaluated the received proposal and had to decide if it should be approved or if changes were necessary to meet his market share goals.

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