We all know that the recent sugar tax is bound to have an adverse affect on the soft drink business. Peoples attitudes towards their health in relation to food and drink consummation has seen fizzy drink sales plummet in recent times. However as reported in the Independent this week, US soft drink giants Pepsi have come up with a novel way to promote healthy drinking.
Pepsi have designed a 2-litre dumbbell, which can combine drinking their product with exercising! The “light” brand of soft drinks seems to be the future of drinking as it combines the great tastes with a healthier solution. The products market themselves and Pepsi have used a clever marketing initiative in order to gain publicity for their product.
This is a good example of how businesses can turn negatives into positives. Undeterred by mass falls in sales, Pepsi have decided to put all their efforts into promoting the future of their company. All big businesses go through periods of turmoil and unrest but its how they come out of said trials that define their future.
The article does mention the adverse effects of the promotion though as even though “light” drinks are meant to be healthier studies show that this still isn’t quite the case. Can Pepsi be chastised for trying to make the unhealthy seem healthy? Again this is a clever marketing move to shift attention away from the negatives in order to provide profits for the business.
All business owners need to be flexible when it comes to shifts in trends on the market. The ability to stay fresh and current is essential for the longevity of any company. Heed Pepsi’s marketing campaign and stay on top of any changes in your chosen field. By moving forward and embracing changes we will all be able to stay successful and on top of our chosen fields in the business world.