Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Sierra Mist Natural
Making Natural Meaningful

RAN IN: United States

CLIENT
PepsiCo

Debra Benovitz - Director, Strategy & Insights
Ilene Bergenfeld - Director, Sierra Mist & Flavors
Massimo d'Amore - President, PepsiCo Global
Kristina Mangelsdorf - VP, Mktg., Natural & Flavored Soda

AGENCY
DDB Chicago *Lead Agency

Adam Glickman - SVP, Creative Director
Ewan Paterson - EVP, CCO
Gustavo De Mello - Group Strategy Director
Craig Feigen - SVP, Creative Director
Alisa Unruch - Strategy Director
Nick Vitellero - VP, Acct. Director


OMD *Lead Agency


Tracy Locke


Dieste


SUMMARY

A distant #3 in a 3-brand category, Sierra Mist Natural had to shake things up to survive. It was up against declining volume, low trial and repeat, strong competition and a price increase. Above all, it had no real point of difference. By going head-to-head with the category leader, it juxtaposed Sprites artificiality to prove its own naturalness. In the end, Sierra Mist Natural's fortune was turned around as it changed peoples perception of what it means for a soda, of all things, to actually be natural.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, OOH, Events

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Local, National

Language: English