Back in April, PepsiCo made headlines when the company announced plans to stop shipping bottles of Diet Pepsi containing aspartame—a widely used but controversial artificial sweetener. And this week, the first shipments of its new aspartame-free beverages, containing the sweeteners sucralose and acesulfame potassium (or “Ace-K”), will slowly make their way onto grocery store shelves.
It’s a big change for the Diet Pepsi brand, and one that comes at an important time as we’re exactly one month away from the big September 10 kickoff to the NFL season. So executives at PepsiCo are waiting with bated breath to see how customers will react to the change.
The big question is, will the change encourage consumers to continue reaching for Diet Pepsi? Or will more people start reaching for Diet Coke? Only time will tell how consumers react to the new product.
As you can see, making a change to a product can be a stressful experience. This is especially true in the food and beverage industry, where making even a small adjustment—like replacing an ingredient—can have a massive impact on taste, and thus consumer perception. Continue reading →
It’s time we had an important talk: Your editorial process is killing your beautiful content. Here’s why.
First, one of your staff writers creates a witty, thought-provoking article for your website. Next, the piece must go to an editor—or two—for quality inspection before landing back on your writer’s desk. It may go back and forth multiple times. After that, the post may go to a high-ranking executive for messaging approval before being passed along to a board of directors. Finally, it must pass through your legal team. Several weeks—or sometimes months—later, the post winds up on your website—a tired, bland, and likely outdated version of its former self.
And you wonder why nobody is sharing your content on social media! Continue reading →
There’s no question that content marketing is increasingly among business leaders. As evidenced in a recent infographic from Smart Insights, 29.6 percent of readers claimed that content marketing is the most commercially important marketing trend in 2015.
That’s more than twice as much as big data, which came in at 14.6 percent. Marketing automation, for that matter, came in even lower at 12.8 percent.
Do you need to: Continue reading →
Taking a new product to market is both an exhilarating and nerve-wracking experience. If the launch generates a buzz, the future is limitless. If it falls flat, months or even years of hard work go down the drain.
To be sure, the stakes for a launch are high, which is why businesses need a detailed strategy to execute during a product’s infancy. Here are five essential components of a flawless product launch that can help you take the market by storm:
Launching a new product or service is certainly the type of behemoth task likely to keep you up at night. Chances are you toss and turn, agonizing over the answers to questions such as: Do I know what it takes to launch a product effectively? Am I using the right vehicles? What if our latest offering fails? Unfortunately, your fears are warranted.
Did you know that 66 percent of new products fail within two years and that 96 percent of all innovations fail to return their cost of capital? Regrettably, if you dig deeper, you will most likely uncover more harrowing figures.