The Zinger Report

October Edition

2009-10-02T07:34:00.000-07:00

It’s Cool to Eat All Your Fruits and Vegetables.

Who doesn’t remember being told by their mothers to “eat your vegetables!”. Well, we’re finally starting to listen. Consumers are becoming increasingly aware of the importance of obtaining several servings of fruits and vegetables on a daily basis to maintain a healthy diet. Manufacturers around the globe are catering to this trend by introducing more beverages with fruits and vegetables as the primary ingredients. Whether it’s added fiber or helping consumers get a days worth of vegetables and fruit in two servings, CPGs are quickly responding to consumers’ need to maintain a healthier lifestyle. Read on to see who is making drinking your nutrients cool.

Who’s Doing It

Bolthouse Farms: The U.S. juice company launched Purple Carrot, Fruit and Vegetable Blend this summer. The deep colored blend contains purple carrot, pomegranates, red raspberries, blackberries and apples, and provides a wide range of vitamins, minerals, fibers and phytochemicals to help the body maintain a healthy and balanced diet.

Tropicana Alvalle Natur V Bebida de Vegetables: In Spain, Tropicana released a vegetable drink under the Alvalle Natur V brand. The product contains 87% of the juice of seven different vegetables and comes in two plastic lidded cups, making the juice easier to drink over time. It is free from additives and preservatives and high in fiber.

V8 V-Fusion Passionfruit and Tangerine Juice: This healthy juice beverage from Campbells provides the nutrition of vegetables blended with just the right amount of select fruit juice for a light, sweet taste and texture. Each 8 oz glass contains a full serving of vegetables plus a full serving of fruits. It contains no sugar, no added HFCS, artificial color, flavors or preservatives.

Implications and Applications

For PepsiCo, jumping on the fruit and vegetable trend would be a natural part of our strategic progression towards BFY products. And we have the perfect brands to leverage this trend. With a mass juice brand and a growing functional water portfolio, we have the equity to utilize fruit and vegetable ingredients to give consumers the help they need to get their required nutrients on a daily basis. Here are a few thought starters to kick us off:

1) Sobe Lifewater Color Series: Get ready to eat your greens and like it…oh and your reds, purples, and blacks too. Introducing Sobe Lifewater Color Series, 4 new flavor varieties that provide your daily requirements of fruits and vegetables. Try S.L.W. Green, a mix of watermelon juice and five green vegetables that provides two full servings of vegetables in one bottle. Or samples S.L.W. Purple, a fruit juice blend of tropical berries and citrus fruits that packs an anti-oxidant punch and takes care of your entire day’s allowance of fruit. Try all four….your mom will be proud!
2) Dole Freggie Twist: Dole is giving kids a reason to eat their vegetables…well, more like drink their vegetables. Dole Freggie Twist is a line of all natural fruit and vegetable fusion juices that provide 75% of your child’s daily vegetable and fruit needs in one container. With kid-friendly packaging and delicious flavors like Strawberry Carrot swirl and Berry Cucumber Magic, Freggie Twist will have your kids asking you for more fruits and vegetables!

September Edition

2009-09-02T07:50:00.000-07:00

One Size Doesn’t Fit All: The Rise of Customized Products.

When you think back to the last 50 years, what comes to mind when you think of the consumer goods industry? For most it’s standardization, uniformity and homogeneity. Manufacturers have perfected the art of creating products and delivering services with mass appeal. But the game is changing, and the companies that are at the forefront of marketing and innovation have begun appealing to individualism, non-conformity and self-expression. A “one size fits all” approach no longer suits today’s consumers, who aspire to have more personalized goods and services. They want customization and for them customization runs the gamut- from making products more portable or more portionable, to allowing consumers to tweak the product in little ways, to truly catering to specific individual needs. Read on to see who’s at the forefront of this trend and how we can capitalize on it.

Who’s Doing It

Mymuesli.com: The German online retailer offers custom-mixed breakfast cereals. The company allows consumers to make their own cereal on-line and have it delivered to their door. They can design their own muesli mix from up to 70 different organic ingredients.

Mofe Mobile Coffee: In Taiwan, Premiers Selection has made coffee on-the-go easier than ever. Mofé Mobile Coffee is an instant filter dropping coffee drink made from ground Colombian coffee beans. It is available in a cup with a 9g coffee sachet, a creamer sachet and a sugar sachet. Customizable and on the go- a perfect combination.

NIKEiD: The athletic gear manufacturer has created the ultimate customization experience. Nike allows its consumers to customize every inch of their sneaker, creating a design that is perfectly right for them. Consumers choose the color, the material, and finish off with their own personal ID on the back and side of their sneaker.

Implications and Applications

For mass scale manufacturing like ours, customization of products presents a challenge. But there are little tweaks that can make our products more consumer friendly to move us in the right direction. The key for Pepsi will be to provide customized products and differentiate ourselves through creative marketing and buzz. Here are a few thought starters to get us in the customization mindset.

1) Mix and Match Cans: Exclusively at Walmart, now you can create your own combination of the soft drinks you and your family love! Just pick 6 cans of your favorite varieties of Pepsi, Diet Pepsi, Mountain Dew, Sierra Mist, or MUG beverages and make your own 6 pack. At $2.39, you can’t beat this value.

2) Pepsi Pop Shop: Next summer, Pepsi is taking it on the road. Coming to a city near you, the people at Pepsi are bringing you the opportunity to make Pepsi- your own way. Come inside our pop-up store and play with a variety of flavors to make your favorite Pepsi, or make a brand new Pepsi flavor that is sure to rock your world. Then take it home for your family and friends to try. Pepsi Pop Shop- a new way to experience Pepsi!

July Edition

2009-06-26T08:35:00.000-07:00

Judging a Book by it’s Cover: The Importance of Packaging in Today’s Marketplace

In a world of decreasing attention spans and over stimulation, capturing consumers' attention is not easy. With an overcrowded retail environment, the challenge of breaking out of the clutter is ever-present in the consumer goods world.

While product innovation is important to keeping consumers tuned in, packaging innovation is the trick to getting consumers to tune in. What better way to stand out on shelf amongst your competition than with an eye catching package? From alcohol to tea, manufacturers of a variety of products are differentiating themselves via creative packaging. What can we learn from these packaging innovation leaders? Read on to see some great examples of packaging creativity at its best.

Who's Doing It

Pisang Ambon Liquer

Lucas Bols B V in Holland have created a new fruit liqueur drink and an eye, and ear, catching package to go with it. As part of their promotion, the closure replicates a microphone. This ties in with a promotional neckhanger talking about online videoke. Now you really can use you bottle as your mike.

Fruit Star Tea

Germany's Lebensbaum Ferdi's Fruchtstar-Tee (Fruit Star Tea) is a refreshing fruit tea mix for children. It is made from organic ingredients and contains no preservatives, artificial colors, flavors or added sugar. To appeal to children, the product is packaged in star-shaped tea bags. Two other varieties are available: Kicker-Tee (Football Tea) with football-shaped tea bags; and Kuschel-Tee (Cuddle Tea) with heart-shaped tea bags. Each pack also contains Ferdi stickers.

Zubrowka Bison Vodka

In France, Zubrowka Bison Vodka is celebrating the winter season with the release of a seasonal vodka package with the ultimate accessory for the cold weather. The vodka comes in a glass bottle, dressed with an Eskimo anorak “overcoat” with fur collar and an isotherm jacket. In addition to being decorative, the isotherm jacket is designed to minimize the environmental impact on the vodka.

Implications and Applications

At Pepsi, innovative packaging execution can be challenging. Given the complexity of our go-to-market system, executing one-off, out of the box packaging for an LTO or line extension, is not easy. But that should not stop us from exploring breakthrough, innovative packaging ideas and thinking about ways in which we can use our current system to get us at least part of the way to where we want to be.

There is no better way for our brands to bring exciting news to the LRB category and jump out in-store than to show off our creativity via packaging. Here are some interesting ideas to get us thinking about how we as an organization can break out of the clutter and make some noise.

1) Aquabet Kids Pack: The makers of Aquafina have taken their ABC's to a new level. Introducing Aquabet, a 26 ct Aquafina package, containing your favorite water in letter shaped bottles. Help your child learn his or her ABCs while staying hydrated or personalize your child's hydration experience by buying a 26ct pack with just the first letter of your child's name. Now drinking water is fun, educational, and good for you.

2) Diet Mtn Dew Green Label Gear: First, the makers of Mtn Dew brought you Green Label Art. Then Green Label Music. Now, the creative souls behind Diet Mtn Dew bring you Green Label Gear- a fashion label for the up and coming fashion designers. Diet Mtn Dew is offering an opportunity for rising designers to design clothing/accessories for a Diet Mtn Dew flavor LTO. Four designers duds will be featured, in a miniature version, on 20oz bottles of the Diet Mtn Dew LTO. Consumers can go online and order life size version of the same outfit for themselves. Who said you can't wear what you drink?

The Zinger Report: June Issue

2009-05-26T07:03:00.000-07:00

50 is the new 50

"Time flies" is a timeless expression and in the case of the ever popular Boomer population in the US, it couldn't be more of a reality. Before the consumer goods industry, and Boomers themselves, could even blink an eye, here we are in 2009 with a retiring Boomer population. In the U.S., and Europe, the 50+ population is growing and more and more Boomers are beginning to retire.

As they prepare for this new life stage, Boomers don't want to be treated like the retired professionals of the past. For many, this is the opportunity for a third or fourth career. This is their time to travel, try new sports, adopt new hobbies. Many Boomers are refusing to act their age and be labeled as "seniors." And at this pivotal time, they are looking for products that will help them on their new journey. While some companies have began to play in this space, the opportunity is ripe for others to take advantage of the "new 50".

Who's Doing It?

Kellogg's 'Live Bright' Brain Health Bars

Just like your bones need calcium to stay strong, your brain needs DHA Omega–3. DHA Omega-3 is a vital nutrient that sustains brain health. Most adults don't get nearly enough DHA in their diet, but Live Bright Brain Health Bars have 100 mg of DHA. Now consumers can enjoy a great tasting snack while getting a healthy dose of Omega 3 to boost their brain strength.

Kraft's Maxwell House coffee with E-Z Open Top

For those that find it difficult to unlock tightly screwed on lids, Kraft is making things a little easier. Their Instant Maxwell House with the new EZ Grip lid allows you to easily open and close the jar tight, while locking in all the rich, full flavor of Maxwell House that consumers love.

Implications and Applications

While millenials are driving culture and trends, Boomers are still a large portion of our consumer base and PAB needs to reach out to them with relevant products and marketing. As we continue to innovate around health and wellness now is the perfect time to incorporate the needs of this ever growing population into our plans and produce products that accompany them to this exciting new life stage.

Here are a few thought starters to get you thinking about how we can be playing in this "50 is the new 50" world:

1) Lipton Pure Leaf Mind Fuel

The brewers at Lipton Pure Leaf are flexing their brain muscles…and yours. Introducing Lipton Pure Leaf Mind Fuel. Mind Fuel contains a daily dose of Omega-3 which boosts your brain power and gives your largest muscle a good flex. Now you can enjoy the iced tea that you love and feel smarter about it.

2) Pepsi Strips

Remember the old days when you had to buy a bottle or can to enjoy the refreshing taste of the cola you love? Well now the makers of Pepsi have made it even easier to experience the great taste of Pepsi- without the hassle of opening a bottle or can. Introducing Pepsi Strips. Just pull out a strip, drop it in a glass of water and enjoy the fizzy, delicious Pepsi you know and love. It’s enjoyment made easier.

2009-05-12T12:29:00.000-07:00

Need to Relax? : Products that help soothe and energize are all the rage in 2009.

Nowadays, the word STRESS is heard too often. As consumers have more and more on their minds to weigh them down, they are looking to products in both traditional and non-traditional categories that will help soothe and renew them. Several manufacturers have caught on to this need and are introducing products that use functional, mood enhancing ingredients in new ways. From perfumes and lotions, to foods and beverages, you can walk down the aisle at your grocery store and not know if you’re shopping for food or for botanicals. Read on to see how clever manufacturers have incorporated mood boosting ingredients to help people say goodbye to S-T-R-E-S-S.

Who’s Doing It

Garnier NutriDermist Eye Caffeine Roller: For the beauty queens in Europe, the geniuses at Garnier combined caffeine and beauty.
NutriDermist Eye Caffeine roller is the first-ever roll-on that hydrates, cools & refreshes tired-looking eyes. Enriched with Caffeine, the roll-on is a handbag must-have, great for women on-the-go. The cooling moisturizer contains Caffeine and Pro-vitamin B5 for a bright eyed look.

Balance Water for Children: The makers of Balance Water in Australia have introduced a line of water for children, infused with flower essence that promotes calm attentiveness. For generations, flower essences have been given to children to gently calm and focus them and help increase their attention spans. Balance Water for Children is 100% natural and organic and does not contain any preservatives or any artificial additives. The water is suitable for children of any age.

Detour Yoga Energy Bar: Bikram, Iyengar, Ashtanga, oh my! Practicing Yoga has become an integrated part of many Americans’ lives. So why not make an energy bar for the yoga lovers? That’s exactly what Detour has done with their Yoga Energy Bars, promoting inner balance and focus. With 100% daily value of Lemon Balm for calmness and whey protein for rebuilding muscles, Detour Yoga Energy Bars help yoga lovers repair muscles and return to a calmer state after exercise.

Implications and Applications

Functional ingredients are no strangers to the Pepsico portfolio. From the replenishing power of Gatorade to the energizing fixes of AMP, Mtn Dew, and MAX, Pepsico has been at the forefront of using functional ingredients in our products. But it’s time to look beyond the usual pick-me-up occasions. Consumers don’t just want a quick burst of energy, they want sustained energy. It’s no longer just yoga and massages that help consumers soothe and relax, it’s now foods and beverages as well.
The landscape of ingredients in food and beverage products is perpetually expanding and as an organization, we must continue to be at the forefront of incorporating these ingredients into our products. Here is some food for thought on how we can leverage this functional trend:

1)Sustain - A Nutritional Lifestyle by Propel: A Propel woman has many needs. To accommodate her lifestyle, she needs a line of products that will help sustain the right kind of energy throughout her day. Introducing Sustain by the makers of Propel, a line of functional, all natural products that help the Propel woman be all that she needs to be at all points of her day.

2) Sierra Mist Summer Sun: Sunblock is sooooo 2008. Hit the beach in 2009 with Sierra Mist Summer Sun, a refreshing honey and lemon lime beverage infused with sun protection ingredients. Summer Sun will keep you hydrated and your skin protected from the inside out all summer long.