When Pepsi wanted a new
global positioning for their
Mirinda orange soda,
we turned on the world.

Pepsi wished to achieve a larger share of the world-wide market for their fruit favored soft drinks. The market was dominated by local companies and Pepsi's product was never able to achieve significant penetration despite heavy advertising support.

We were asked to develop a range of positioning concepts with proven consumer appeal that could be used as part of a global marketing strategy. The positionings would also incorporate putative product formulation variations.

Results? Our "stateside concepts" and positionings quantified in the key geographic groupings, providing that emotions and human motivations -- keys to a "share of heart" -- are universal.

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