Social Love For Smaller Pepsi Brands?
by Mark Walsh, Jun 17, 2010, 9:51 AM
With most of Pepsi's major social media efforts like Project Refresh and the crowd-sourcing of flavors for Mountain Dew, Bough said the company now wants to put dedicated resources around smaller portfolio brands like Lipton and Brisk to launch their own social marketing initiatives. He suggested the sub-brands offer the opportunity to more experimental things than the "crown jewels" which carry higher business expectations. Then why hasn't Pepsi used the smaller product lines as a test bed for social marketing efforts? In any case, Bough says these brands want to "rock and roll with us." They'll have to hope the kids love Lipton.