Spark Experience DNA

Pepsi: Digital Strategy

SPARK propelled Pepsi's release of Propel Zero with a mouth-watering digital strategy, in a market flooded with vitamin waters.

The Challenge

For Pepsi, the success of Propel Zero, a low calorie version of its original Propel, was critical to maintaining competitive advantage in a crowded market of flavored waters.

They needed a digital strategy to identify and develop a market niche, grow market share by engaging the target audience, and educate consumers about the product's nutritional benefits.

The Approach

SPARK developed a series of photo, video, and seasonal contests around online and offline events to increase social media activity and stimulate conversations supporting brand engagement on Twitter and Facebook.

The Outcome

Our digital strategy sparked an increase in online engagement, leading to a positive impact on sales.

Facebook “Likes” increased 5X and, even more importantly, active engagement with Propel's Facebook page through shares, posts, and comments increased 8X.

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