National Soda Association
Main Role:
Strategist
Category:
Soft Drinks
The Soda Breakdown
Timeline:
1 Week
The demand for carbonated soft drinks (CSD) has seen a decline over the years in the United States.
However, a significant obstacle remains: the health implications. Convincing consumers that soda is a healthy choice is improbable, especially considering the abundance of healthier alternatives saturating the market.
So the question becomes how do we get consumers to enjoy soda even with the knowledge that its not the healthiest beverage?
Who already enjoys soda?
Younger individuals tend to consume more soda compared to older age groups. Although there's a noticeable gap among age demographics, gender doesn't seem to play a significant role in these consumption patterns.
The Ask
ENCOURAGE CONSUMERS TO CONTINUE ENJOYING THEIR FAVORITE SODA BEVERAGES.
What do the people say?
When I asked 180 of my peers on instagram if they drank soda (specifically the darker cola variety), it was found that right behind those who claimed to already drink soda on a regular basis were the “sometimes” individuals.
Do You Drink Soda?Soda is a great way to enhance an experience!
The “Sometimes” group
With further questioning I found that the “sometimes” individuals who are conscious of their health still enjoy a soda when it is tied to an experience.
These are the people who enjoy the experience of soda but don’t purchase it for in home consumption.
People who occasionally indulge in soda tend to reach for one more often when they're immersed in an experience, such as watching a movie or socializing at a bar with friends.
The Audience
“Having a soda at home is not an experience."
The Insight
Position soda as a way to enhance, or as an extension of, the consumer experience.
The Strategy
If you can enhance and enjoy a variety of experiences with a soda, why not bring that feeling home with you?
The Idea
How do we extend the campaign beyond the theater?
Give everyone watching a movie in the cinema a coupon where they can redeem a free soda anywhere. It provides a tangible incentive for the "sometimes " target audience to engage with the campaign beyond the theater, extending the experience to their homes.
If you want to see all the details and full campaign check out the entire deck!