Pepsi brand KPIs reflected a negative response in “Good value for the money” attribute through the year 2010, a critical factor in the context of decreased purchasing power for Jamaicans due to the general economic situation. Pepsi is at a premium within the CSD segment and value brands, especially in the Flavors, had been affecting Pepsi, with price differences as much as 35% cheaper for a 600ml drink.
Introduce a 500ml pack with an aggressive value message and recommended retail price of J$50 including GCT whilst building a strong identity and creating brand affinity through a unique, local relevant name for the new 500ml pack.
A whopping 59% Single Serve growth in Pepsi Jamaica's colas category sales. Massive consumer buy-in with the 500ml pack being universally asked for by the "Bubbla" name. Significant success in the trade in relation to keeping to the recommended retail price.