First introduced in 1893, Pepsi is a carbonated soft drink produced by PepsiCo, the second largest food & beverage business in the world. The company's products were distributed across more than 200 countries, resulting in annual net revenues of $43.3 billion.
In a previous project with a leading media communications company, Pepsi had developed a pyramid adoption model on the cultural influence of bloggers. A follow up research project was needed to further understand the 9% of 15-29 year olds who report on culture, spreading ideas and influencing the mainstream in China. Based on this understanding, the objective was to be able to better communicate with “the 9’s”, become relevant to them and eventually through the 9’s, be able to reach the larger 90’s generation.
We incorporated web based methods for data collection and moderation. As this study was very culturally dependent, our research sought to obtain insights that allowed for an understanding of traditional as well as modern Chinese values.
We were able to orientate Pepsi on how this category of the population was influenced and motivated, by identifying and explaining the challenges facing young adults who struggled with social pressure and changing cultural norms.
By feeling the pulse of this influential group, we helped Pepsi better communicate to its target consumers to increase brand relevance and esteem in China.