Manzanita Sol is off to a great start establishing itself as the preferred apple soft drink for Latinos. We need to continue building awareness and driving trial of the brand. The 2006 plans have been built to help us meet those objectives with radio to create awareness and sampling events to drive trial.
Consumer Pull
Spanish language Manzanita Sol radio spot in key Latino markets.
Sampling at the Wal-Mart Hispanic Heritage Month Sampling event.
Coupon support in the Latino Magalog.
Trade Push
Fly away trip to romantic destinations for use as ASP¿s.
Impactful and relevant in-store merchandising elements will help secure incremental space.
Program Summary
Merchandising Materials
Yes
Media Support
Yes
Consumer Offer
Yes
Package Change
No
Brand Building
Manzanita Sol¿s natural taste is so tempting that you would do anything to get it. You can¿t avoid falling into its temptation.
Objectives
Consumer
Establish Manzanita Sol as the preferred apple soft drink for the Latino consumer.
System
Secure incremental sales
Gain more than our fair share of the growth of flavored CSD¿s.
Situation
The Unacculturated Latino gravitates towards flavors/brands from their home countries.1
By 2007, 70% of the Fruit Flavor CSD growth will come from the Latino consumer.2
Latino consumers over-index in consumption of Apple flavor.3
In Mexico, Apple is the biggest flavor within the Fruit Flavor category.4 But it is still underdeveloped in the U.S.2
Manzanita Sol (Apple CSD) is the leading equity brand in Mexico.5
Manzanita Sol was successfully launched in select Latino markets in the U.S. in September 2005.
1 New America Dimensions, PepsiCo Acculturation Study. 2 Manzanita Sol Brief, Dieste & Harmel, 2005. 3 Nielsen LA Latino Panel. 4 Millward Brown, Mexico U&A 2002 5 EvaMerc, Mexico U&A 2002
The Promotion
The Promotion
¿ Focus Brands:
Manzanita Sol
¿ Timing:
Year round
¿ Merchandising:
Minipole with 33% Save and Static Cling
Local ASPs
Account Specific Programs
Use your flexible funding to create a Manzanita Sol local ASP¿s leveraging the brand¿s ¿temptation¿ positioning. Leverage flexible Manzanita Sol thematic POP and locally created /secured assets to develop culturally relevant account specific programs.
On Valentine¿s Day, cross-promote Manzanita Sol with high selling seasonal products.
Example: With the purchase of a Manzanita Sol 12 pack, get a $1.00 discount on a box of chocolates
Leverage Pepsi¿s relationship with hotel chains for a romantic get away sweepstakes.
Example: With the purchase of a Manzanita Sol 12 pack, participate in a sweepstake for a chance to go to the Beaches Resort in the Caribbean.
PCNA Field Representatives coordinate with Bottlers to sell-in programs to key retailers as an account specific or chain-wide program.
Source all prizes locally. For more information on Beaches Resort please contact Mariana Corzo at mariana.corzo@pepsi.com
Wal-Mart Hispanic Heritage Month Sampling
Wal-Mart¿s Hispanic Heritage Month Sampling Event is an event organized by Wal-Mart where different vendors get to sample their products in the top 500 Wal-Mart Hispanic stores.
All material needed for the sampling will be provided to the Wal-Mart team, so the only thing needed from the bottlers is product available in the stores.
Manzanita Sol will have category exclusivity.
PCNA will sample 12 packs.
Sampling will take place Mid-September. Finalized dates and stores list to be provided once Wal-Mart communicates them to us.
Marketing Plan
Marketing Plan
Media Support
Spanish Manzanita Sol radio copy to run on Spanish radio stations.
Flex funding can be used to purchase spot radio and Out of home.
The Mug brand had solid performance in 2006 in Retail and is poised to build on the momentum in 2007:
Mug Root Beer grew 2.6% in 2006, with strong growth in Regular (+2.3%) and Diet (+3.9%).
Mug Regular Root Beer turns faster than Barq's Regular Root Beer in Grocery, Drug and Mass.
The Diet Root Beer segment grew significantly in 2006; Mug saw strong growth in this segment
(+3.9%).
Source: (Total US G/D/Mx IRI YTD as of 12/31/2006)
Additionally, Mug Root Beer (Regular and Diet) was honored for the
second year in a row with the 2007 Best Taste Award by American
Culinary ChefsBest(tm)*, beating out A&W and Barq's Root Beers for the
honor.
American Culinary ChefsBest(tm) (ACC) is an independent judging organization dedicated to
recognizing and honoring the best products in America by conducting taste and performance testing for consumer
packaged goods and products.
Solution
The Mug Brand has developed new thematic POS for 2007, "You Deserve a People Treat" that
communicates:
Root Beer's role as an indulgent treat
Mug's ChefsBest Award for Best Taste in 2007
2007 Merchandising Elements:
Mini poles
Static cling
Shelftalker
Inflatable Mug Root Beer bottle
CC/dangler - FOOD SERVICE
Timing:¿¿Available in P4 through balance of 2007
Key Contacts:
Christy Donato (914-253-3684)
Jennifer Lambert (914-253-3068)
Manzanita Sol is off to a great start establishing itself as the
preferred apple soft drink for Latinos. We need to continue
building awareness and driving trial of the brand. The 2006 plans
have been built to help us meet those objectives with radio to
create awareness and sampling events to drive trial.
Consumer Pull
Spanish language Manzanita Sol radio spot in key Latino
markets.
Sampling at the Wal-Mart Hispanic Heritage Month Sampling
event.
Coupon support in the Latino Magalog.
Trade Push
Fly away trip to romantic destinations for use as
ASP¿s.
Impactful and relevant in-store merchandising elements will
help secure incremental space.
Program Summary
Merchandising Materials
Yes
Media Support
Yes
Consumer Offer
Yes
Package Change
No
Brand Building
Manzanita Sol¿s natural taste is so tempting that you
would do anything to get it. You can¿t avoid falling into
its temptation.
Objectives
Consumer
Establish Manzanita Sol as the preferred apple soft drink for
the Latino consumer.
System
Secure incremental sales
Gain more than our fair share of the growth of flavored
CSD¿s.
Situation
The Unacculturated Latino gravitates towards flavors/brands
from their home countries.1
By 2007, 70% of the Fruit Flavor CSD growth will come from the
Latino consumer.2
Latino consumers over-index in consumption of Apple
flavor.3
In Mexico, Apple is the biggest flavor within the Fruit Flavor
category.4 But it is still underdeveloped in the
U.S.2
Manzanita Sol (Apple CSD) is the leading equity brand in
Mexico.5
Manzanita Sol was successfully launched in select Latino
markets in the U.S. in September 2005.
1 New America Dimensions, PepsiCo
Acculturation Study. 2 Manzanita Sol Brief, Dieste & Harmel, 2005. 3 Nielsen LA Latino Panel. 4 Millward Brown, Mexico U&A 2002 5 EvaMerc, Mexico U&A 2002
The Promotion
¿ Focus Brands:
Manzanita Sol
¿ Timing:
Year round
¿ Merchandising:
Minipole with 33% Save and Static Cling
Local ASPs
Account Specific Programs
Use your flexible funding to create a Manzanita Sol local
ASP¿s leveraging the brand¿s
¿temptation¿ positioning. Leverage flexible Manzanita
Sol thematic POP and locally created /secured assets to develop
culturally relevant account specific programs.
On Valentine¿s Day, cross-promote Manzanita Sol with
high selling seasonal products.
Example: With the purchase of a Manzanita Sol 12 pack,
get a $1.00 discount on a box of chocolates
Leverage Pepsi¿s relationship with hotel chains for a
romantic get away sweepstakes.
Example: With the purchase of a Manzanita Sol 12 pack,
participate in a sweepstake for a chance to go to the Beaches
Resort in the Caribbean.
PCNA Field Representatives coordinate with Bottlers to sell-in
programs to key retailers as an account specific or chain-wide
program.
Source all prizes locally. For more information on Beaches
Resort please contact Mariana Corzo at mariana.corzo@pepsi.com
Wal-Mart Hispanic Heritage Month Sampling
Wal-Mart¿s Hispanic Heritage Month Sampling Event is an
event organized by Wal-Mart where different vendors get to sample
their products in the top 500 Wal-Mart Hispanic stores.
All material needed for the sampling will be provided to the
Wal-Mart team, so the only thing needed from the bottlers is
product available in the stores.
Manzanita Sol will have category exclusivity.
PCNA will sample 12 packs.
Sampling will take place Mid-September. Finalized dates and
stores list to be provided once Wal-Mart communicates them to
us.
Marketing Plan
Media Support
Spanish Manzanita Sol radio copy to run on Spanish radio
stations.
Flex funding can be used to purchase spot radio and Out of
home.
Manzanita Sol is off to a great start establishing itself as the
preferred apple soft drink for Latinos. We need to continue
building awareness and driving trial of the brand. The 2006 plans
have been built to help us meet those objectives with radio to
create awareness and sampling events to drive trial.
Consumer Pull
Spanish language Manzanita Sol radio spot in key Latino
markets.
Sampling at the Wal-Mart Hispanic Heritage Month Sampling
event.
Coupon support in the Latino Magalog.
Trade Push
Fly away trip to romantic destinations for use as
ASP¿s.
Impactful and relevant in-store merchandising elements will
help secure incremental space.
Program Summary
Merchandising Materials
Yes
Media Support
Yes
Consumer Offer
Yes
Package Change
No
Brand Building
Manzanita Sol¿s natural taste is so tempting that you
would do anything to get it. You can¿t avoid falling into
its temptation.
Objectives
Consumer
Establish Manzanita Sol as the preferred apple soft drink for
the Latino consumer.
System
Secure incremental sales
Gain more than our fair share of the growth of flavored
CSD¿s.
Situation
The Unacculturated Latino gravitates towards flavors/brands
from their home countries.1
By 2007, 70% of the Fruit Flavor CSD growth will come from the
Latino consumer.2
Latino consumers over-index in consumption of Apple
flavor.3
In Mexico, Apple is the biggest flavor within the Fruit Flavor
category.4 But it is still underdeveloped in the
U.S.2
Manzanita Sol (Apple CSD) is the leading equity brand in
Mexico.5
Manzanita Sol was successfully launched in select Latino
markets in the U.S. in September 2005.
1 New America Dimensions, PepsiCo
Acculturation Study. 2 Manzanita Sol Brief, Dieste & Harmel, 2005. 3 Nielsen LA Latino Panel. 4 Millward Brown, Mexico U&A 2002 5 EvaMerc, Mexico U&A 2002
The Promotion
¿ Focus Brands:
Manzanita Sol
¿ Timing:
Year round
¿ Merchandising:
Minipole with 33% Save and Static Cling
Local ASPs
Account Specific Programs
Use your flexible funding to create a Manzanita Sol local
ASP¿s leveraging the brand¿s
¿temptation¿ positioning. Leverage flexible Manzanita
Sol thematic POP and locally created /secured assets to develop
culturally relevant account specific programs.
On Valentine¿s Day, cross-promote Manzanita Sol with
high selling seasonal products.
Example: With the purchase of a Manzanita Sol 12 pack,
get a $1.00 discount on a box of chocolates
Leverage Pepsi¿s relationship with hotel chains for a
romantic get away sweepstakes.
Example: With the purchase of a Manzanita Sol 12 pack,
participate in a sweepstake for a chance to go to the Beaches
Resort in the Caribbean.
PCNA Field Representatives coordinate with Bottlers to sell-in
programs to key retailers as an account specific or chain-wide
program.
Source all prizes locally. For more information on Beaches
Resort please contact Mariana Corzo at mariana.corzo@pepsi.com
Wal-Mart Hispanic Heritage Month Sampling
Wal-Mart¿s Hispanic Heritage Month Sampling Event is an
event organized by Wal-Mart where different vendors get to sample
their products in the top 500 Wal-Mart Hispanic stores.
All material needed for the sampling will be provided to the
Wal-Mart team, so the only thing needed from the bottlers is
product available in the stores.
Manzanita Sol will have category exclusivity.
PCNA will sample 12 packs.
Sampling will take place Mid-September. Finalized dates and
stores list to be provided once Wal-Mart communicates them to
us.
Marketing Plan
Media Support
Spanish Manzanita Sol radio copy to run on Spanish radio
stations.
Flex funding can be used to purchase spot radio and Out of
home.
