1

Background Information...…………………………..……………………………………………………..2
Situational Analysis……...…...………………………………………………………………………...….3
Statement of Purpose …….………………………………………………………………………………..4
Targeted Publics..……….………………………………………………………………………………….5
Objectives..………………………………………………………………………………………………...6
Messages …………..………………………………………………………………………………………7
Strategies...………………....……………………………………………………………………………....8
Tactics.………………………………………………………………………………………………..……9
Meet The MAKhanics...………………………………………………………………………………….13
Appendix………………..………………………………………………………………………………..14
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PepsiCo began in 1965 based in Purchase New York when Pepsi-Cola and Frito-Lay merged. The
company has grown to be one of the leading competitors for soda due to its product Pepsi. PepsiCo has a
plethora of other products that transformed the company into a global icon with products such as Doritos,
Lays, Tostitos and Cracker Jacks just to name a few. PepsiCo’s product variety in the snack, drink and
breakfast sectors translate to sky-high revenue each year.

PepsiCo is starting to make a greater push towards health and wellness because the market is seeing an
increased need for healthy options. As a result, PepsiCo struggles with fitting some of their main products
to this new desire. Products such as Mountain Dew and Pepsi have recently floundered, shifting focus to
their other products such as Quaker and Tropicana to be the stars of PepsiCo as a healthy snack (PepsiCo
Performance). In the past, the company has not been known to capitalize on their healthy snacks, rather
they are known for highlighting their “junk food” snack such as chips and soda.

With the rise of health awareness, a new market has formed that PepsiCo needs to address. PepsiCo has
not exploited healthy foods because of its limited efforts put towards the subject. In order for PepsiCo to
stay competitive, they must take the initiative and become a contender in this most recent demand for
specific foods and beverages. With its assorted products of healthy snacks, PepsiCo can reach a larger
audience ultimately resulting in more revenue per year.

Below is an analysis of PepsiCo’s strengths, weaknesses, opportunities, and threats.

Strengths Weaknesses
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● Comprehensive product portfolio with more than ● Soda is becoming almost irrelevant because people
100 brands serving nearly every food, beverage, are searching for healthier options
and snack niche ● Marketing to the healthy consumer
● Brand Recognition & Reputation for consumer
● Snack business sector is most profitable
● Continued growth for the past 3 quarters
internationally and domestically
● Research & Development for snack and beverage
products

Opportunities Threats

● Diversification in product lines is a possibility ● Health factor (most products are unhealthy) and the
● Pushing healthier options more than the products health trend
that are not sugar based ● Carbonated beverages have been on the decline

We plan to promote PepsiCo’s “Better For You” products, specifically SoBe and Baked Lays, giving
consumers a better understanding of healthy PepsiCo product options available to them.
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Millennials​ (People ages 15 - 29)

Millennials are known as the social media generation, meaning PepsiCo needs to utilize their resources of
Twitter, Instagram, and Facebook in order to advertise their message of quality, healthier product options
such as SoBe and Baked Lays. They can use these platforms to emphasize their sustainability campaign
5

and show the diversity within the company, to relate the company’s values with the values of the
millennial generation.

Generation X​ (People ages 30 - 45)

In order to continue revenue, it is important for PepsiCo to advertise to the generation X, who typically
have children. This way if parents buy PepsiCo products for their children, their children will continue to
buy PepsiCo products as they grow older. Advertising to them our affordability and convenience will be
key factors to gaining this public.

International​ (Australia, Brazil, China, United Kingdom)

The four international publics we plan on targeting have the highest super bowl viewing and broadcasting
numbers compared to other countries. The popularity of American football overseas is rising, so it is
important to stress the importance of the three-party relationship between healthy PepsiCo products,
American football, and the international public. Overseas, the health kick is not a trend, rather it is a way
of life. In order to significantly capture this way of life PepsiCo needs to emphasize products like SoBe
and Baked Lays Chips rather than Pepsi.

NFL fans
Since PepsiCo sponsors the PepsiCo Halftime Show during the super bowl, NFL fans are key targets to
connect the advertisement of PepsiCo healthy products (SoBe and Baked Lays) to the love of football.
The super bowl is the biggest game for NFL fans, and utilizing the halftime show for advertisements is
key. We want to connect their loyalty to football with their loyalty to healthy PepsiCo products.

Fans of Justin Timberlake who follow him on Instagram or Twitter

Justin Timberlake is the sponsored PepsiCo artist performing in the halftime show, and his following base
is a huge target audience for PepsiCo to advertise their brand. Connecting Justin Timberlake and PepsiCo
through the common theme of living a healthy lifestyle, similar Justin Timberlake, PepsiCo will be able to
form an important relationship with a loyal following.

Convenience stores/food stores

In order for PepsiCo to increase healthy product brand awareness, consumers need to be aware that
healthy PepsiCo Baked Lays and SoBe are just as important as Pepsi in convenience/grocery stores.
Anywhere that Pepsi is advertised in a prime shelving location, needs to be switched to emphasize SoBe
products. PepsiCo needs to prove to store owners that PepsiCo’s “Better For You” SoBe and Baked Lays
products will bring profit to their store while simultaneously adapting to the recent healthy trends.

Objective One: Healthy Product Sales

Have sales rise 10% in SoBe and Baked Lays by the end of the Super Bowl LII.

Objective Two: Social Media Following

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Increasing social media followings by 5% per week after Super Bowl LII.

Objective Three: International Sales

Increase sales by 7% internationally on its products labeled “Better for You” brands (SoBe and Baked
Lays) a week after Super Bowl LII.

Objective Four: NFL Revenue

Increase the sales of SoBe and Baked Lays products during the Super Bowl in and out-of-stadium by 2%.

Objective Five: Awareness Initiative

Increase the awareness (likes and/or shares of Justin Timberlake posting about PepsiCo) of PepsiCo’s
products by fans of Justin Timberlake by 5%, one months prior to the halftime show at Super Bowl LII.
Increase by 10% (including the 5%) a month after the halftime show.

Objective Six: Market Sales

Increase PepsiCo market sales of healthy products (SoBe and Baked Lays) by 15% after Super Bowl LII.

Millennials
PepsiCo makes healthy products. It is important to live a healthy lifestyle, and PepsiCo wants to make an
effort to help them achieve their health goals.

Generation X
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PepsiCo is a brand that is celebrated through generations with passing products down to their kin. Having
that bond with healthy products such as SoBe and Baked Lays Chips will transform the PepsiCo tradition.

International Consumers
PepsiCo cares about global consumer health and product availability worldwide, especially in countries
that watch the superbowl.

NFL fans
Pepsi is loyal to the NFL and its fans by putting on the halftime show every year. PepsiCo pledges to
support the love of the game and continue to help rally its fans through its healthy products such as SoBe
and Baked Lays.

Justin Timberlake’s fans

PepsiCo believes in Justin Timberlake and what he stands, so we trust him representing our healthy
products such as SoBe and Baked Lays on a global stage.

Convenience stores/grocery stores:

Carry our products for quality assurance​ ​and customer satisfaction. With PepsiCo’s assorted range of
healthy snacks and beverages such as SoBe and Baked Lays, and customers can’t go wrong with choosing
one of our products for their healthy desires.

Millennials
Promote healthy products (SoBe and Baked Lays) to millennials through social media and product
placement.

Generation X
Promote SoBe and Baked Lays through popular communication channels.
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International
Create and promote the three-party relationship of SoBe and Baked Lays products, American football,
and four international countries.

NFL Fans
Promote the harmonious bond of refreshing SoBe and Baked Lays products during NFL games.

Fans of Justin Timberlake

Utilize Justin Timberlake’s following base to promote his partnership with PepsiCo prior to his
performance and love for SoBe and Baked Lays.

Convenience stores/grocery stores

Use SoBe and Baked Lays products found in supermarkets and convenience stores to advertise the super
bowl halftime show to PepsiCo consumers.

Millennials
● Implement a social media campaign through the most used social media platforms, Twitter and
Instagram, to gain more social media exposure.
○ Tweet: “Use #BakedLaysCraze or #SoBeIsKey and explain why these healthy products
matter to be able to get a chance to get tickets to Super Bowl LII halftime show!”
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■ In Figure 2 a health-conscious twitter user shows that she eats/drinks a PepsiCo

product (SoBe or Baked Lays) by tweeting either: #BakedLaysCraze or
#SoBeIsKey
○ Instagram: “Use #BakedLaysCraze or #SoBeIsKey and post a picture of you living a
healthy life to be able to get a chance to get tickets to Super Bowl LII halftime show!”
■ In Figure 3 an instagram user shows her love for SoBe after a great workout by
using the #SoBeIsKey
● Utilize product placement on popular television series and movies that are in theaters or on
websites such as Netflix to increase awareness of PepsiCo healthy products within pop culture.
Generation X
● Facebook post: Post a picture with or of a PepsiCo healthy product (SoBe or Baked Lays) with
and tag @PepsiCo! The more pictures you post the more chances you get to win!
○ Encourage friends to participate by sharing your PepsiCo’s post on their profiles!
● Introduce commercials tailored towards Generation X, so that we are utilizing the idea that
Generation X still watches cable TV and will see the commercial.
○ Commercial focuses on the usage of SoBe and baked Lays within Generation X.
● Media outreach to specific journalist or popular news outlets to reach Generation X, for those that
are not on social media
○ Draft media pitch emails toward specific journalists
○ Attach a press release (Example 1) to the email presenting the details of the product
purchasing contest to the media, who will in turn advertise that to the public
International
● A 10-second video incorporating international cultures/languages
○ Show different people in specific countries playing/watching/enjoying American football
while eating and drinking SoBe and Baked Lays products.
○ Video will run strictly on social media outlets and on the PepsiCo website
● A online advertisement, seen in Figure 4, showing the SoBe brand promoting the halftime show
in Australia, Brazil, China, or the United Kingdom’s.
Ex: The online advertisement in Australia would have the Australian flag as the
background with a SoBe bottle and the PepsiCo logo in front.
○ This advertisement will target the high number of super bowl viewers in these countries.
○ PepsiCo products are already popular in each of these countries, the main goal is bridging
the gap between the super bowl and SoBe and Baked Lays products
1. China: Advertisement would run on the most popular media outlet in China, which is WeChat.
○ Although WeChat is not popular in the United States, we want to cater our
advertisements efforts to the specific country.
2. Australia: Advertisement would run on the most popular media outlet in Australia, Facebook.
3. United Kingdom: Advertisement would run on the most popular media outlet in United Kingdom,
which is Twitter.
4. Brazil: Advertisement would run on the most popular media outlet in Brazil, which is Facebook.
● Generate a separate tab on the PepsiCo website for this contest, allowing participants to know the
details of the campaign
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○ Tab would include:

■ Locations you can purchase select healthy products in the purchasing contest
■ Details and rules about the contest
■ Defining the SoBe and Baked Lays healthy products involved in the contest
■ Link to PepsiCo’s social media accounts
NFL fans
● Utilize the PepsiCo Halftime Show and commercial breaks by proving how well SoBe and Baked
Lays go together with the super bowl.
○ Run multiple different commercials advertising SoBe and Baked Lays and showing how
good they are for you.
○ Commercials will also tie in PepsiCo products with the Super Bowl while people are
watching it helping them make the connection
● Market all SoBe and Baked Lays products with the different teams colors and mascot, Figure 5.
○ If Super Bowl LII is the New York Giants vs. Washington Redskins, healthy products
would be colored blue and red AND maroon and yellow
● Sell SoBe and Baked Lays products at Super Bowl LII
○ Outside of stadium at tailgates and within the stadium during the game
Justin Timberlake’s Fans
● Promote PepsiCo through the social media of Justin Timberlake by doing Baked Lays healthy
snack giveaways.
○ A month before the halftime show performance, Justin Timberlake will give away a
“PepsiCo Healthy Snack Pack” of Baked Lays once a week (4 in total)
■ The PepsiCo Healthy Snack Pack would consist of 4 flavors of the Baked Lays,
with the flavors rotating each week of the contest leaving winners guessing what
flavor they will receive.
○ This will lead to a build up of the show, allowing the performance to have a stronger
impact on how our healthy products are displayed.
○ This will also lead to the audience gaining a better understanding of our company valuing
health through the messages being communicated during the show, allowing PepsiCo to
reach the projected numbers above.
● Following the announcement of Justin Timberlake for the halftime show, he will announce an
additional contest for fans to have a chance to win tickets to the super bowl and halftime show.
○ Participants will have three days to post photos and tag PepsiCo and Justin Timberlake
via Instagram, Twitter, or Facebook with SoBe or Baked Lays products with
“#ShowmeJT”
■ In Figure 1, a Justin Timberlake fan proves her loyalty by entering into the
PepsiCo Halftime Show contest and tagging PepsiCo and Justin Timberlake with
the hashtag, #ShowmeJT
○ After the conclusion of the three-day contest, PepsiCo will randomly choose three
winners for the tickets.
○ Using the massive following base of Justin Timberlake, he will promote the contest
throughout the three day period and then announce the winners. Using Justin Timberlake
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to promote “Better For You” SoBe and Baked Lays products will increase healthy
product awareness.
● Media outreach to specific journalist or popular news outlets who report on pop culture allowing
our social media PepsiCo Super Bowl Halftime Show contest presented by Justin Timberlake
gain traction in the short time it is available to participate in.
○ Draft media pitch emails toward specific pop culture journalists and journalist who have
previously reported on Justin Timberlake
○ Attach a press release to the email presenting and detailing the social media contest to the
media
Convenience stores/grocery stores
● Promote the Pepsi Halftime Show by using an NFL themed design on SoBe and Baked Lays
products, in addition to NFL theme, the two NFL teams that will be playing in the super bowl
will be showcased.
● Stress the importance of healthy PepsiCo products by asking convenience stores and grocery
stores to shift Pepsi cans and bottles to not-so prominent shelf space. Moving SoBe bottle into the
prime shelf space for the duration of the PepsiCo contests until a week after the end of the super
bowl.
● Bridge the gap between product purchase methods and NFL teams being “brand ambassadors”
○ Famous players from the Giants or Redskins (as team examples) will promote SoBe and
Baked Lays
○ Promote places that sell PepsiCo products
○ Cardboard cutouts of famous players holding/eating Baked Lays and drinking a SoBe.
(Figure 6)
■ These cutouts will be put next to Baked Lays Chips or SoBe products
○ Famous players located on the cardboard cutouts will also promote usage of PepsiCo
healthy products of SoBe and Baked Lays through social media (Snapchat, Instagram,
Facebook)
● “Willy Wonka Golden Ticket” scenario
○ For SoBe and Baked Lays products, part of the “Better For You” product line, we will
place a barcode inside a handful of products placed in convenience stores (Figure 6).
○ Purchasers of the select barcoded SoBe and Baked Lays products will win the
opportunity to attend Super Bowl LII and have front row seats for the Pepsi Super Bowl
Halftime Show (Figure 6).
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We are the MAKhanics! Not only, is our team filled with PepsiCo connoisseurs, we also love public
relations. Specializing in social media, organization, and relationship management, our team is always
looking for new clients. We come to your corporation and fix your problems, what more do you need?

Megan Lynch, Social Media Coordinator

mlynch24@elon.edu
With three years of professional experience under her belt, Megan can
tackle any task you throw at her with persuasion and tenacity! Through
numerous opportunities, such as running accounts for a company with a
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following base of 4,000 users, Megan understands the wants and needs for customers and industry
expectations and PepsiCo is no exception! Thinking quick on her feet and possessing communication
skills like no other, Megan is a great asset to have managing PepsiCo’s social media, communicating with
PepsiCo’s audiences.

Angela Kammen, Project Manager and Advertiser

akammen@elon.edu
A strong team-player with excellent interpersonal skills, Angela has a
competitive edge in today’s high-paced public relations world. She has
experience dealing with various types of people as a front-desk associate
showcasing her exceptional customer service experience. With strong
communication skills, she understands the wants and needs of various
people including employees and consumers, lending to innovative
advertising techniques and people skills. Goal-oriented, experienced and
high-energy, Angela is ecstatic to begin working with PepsiCo.

Konnor Porro, Community Outreach Communicator

kporro3@elon.edu
Having professional experience with different publics, Konnor creates a
vibrant relationship between customers and the companies he partners
with. A respected individual in his field, Konnor has provided counseling
to different groups, and has ran campaigns that have positively affected
communities. Konnor and the MAKhanic’s work ethic is unarguably
strong, while being locally recognized for its personalized
communications with its publics. Konnor is excited to form a kinship
with PepsiCo.

Figure 1 ​- Fans of Justin Timberlake can tweet #ShowmeJT and tag Justin Timberlake and PepsiCo, in
order to enter into the contest for tickets to the Pepsi Halftime Show.
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Figure 2 ​- People that eat PepsiCo product can show us how/why they choose our healthy products by
using the #BakedLaysCraze to enter in to win a ticket for the Pepsi Halftime Show.
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Figure 3 ​- Our fans that drink/eat healthy PepsiCo products, such as LIFEWTR, can post an Instagram
with their PepsiCo product and tag Pepsi with the #SoBeIsKey, to enter in to win tickets to the Pepsi
Halftime Show
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Figure 4- ​A sample online advertisement for the International audience showing SoBe being advertised
with the halftime show.
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Figure 5- ​An example of a SoBe product redesign for the super bowl displaying teams playing increasing
interest following the last playoff game.
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Figure 6- ​We will place a barcode on products such as SoBe and Baked Lays. This barcode enters them
into the contest which gives the purchaser the opportunity to attend Super Bowl LII. Also, to promote
places that sell PepsiCo products, there’ll be cardboard cutouts of famous players holding/eating Pepsi
products such as SoBe and Baked Lays.
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Example 1- ​A press release presenting and detailing the product purchasing contest to the media

Contact: ​pepsicomediarelations@pepsico.com
PepsiCo
Phone: ​1 (800) 433-2652
PepsiCo Website

PRESS RELEASE: PEPSI ANNOUNCES GIVEAWAY FOR JUSTIN TIMBERLAKE’S SUPER

BOWL LII HALFTIME SHOW THROUGH ITS HEALTHY PRODUCTS

NEW YORK, NOVEMBER 1, 2017-- PepsiCo is continuing to revolutionize the snack industry with its
new initiative to supply healthier options to fulfill people’s hungry in a positive way.

PepsiCo announces its new giveaway to continue its pledge to give its customers healthier options to
snack on. Through the hashtags “#BakedLaysCraze” and “ #SoBeIsKey” or tagging @PepsiCO on
platforms like Twitter, Facebook, or Instagram, the company asks its customers to explain why healthy
products ask to them.

A month before the show, Justin Timberlake will give away a “PepsiCo Healthy Snack Pack” once a
week, for four weeks. PepsiCo Healthy Snack Pack would consist of the 2 SoBe beverages, the most
popular SoBe flavors on a rotation, 2 bottles of Pepsi, and 4 various flavors of the Baked Lays also on a
rotation.

Following the announcement of Justin Timberlake for the halftime show, he will announce an additional
contest for fans to have a chance to win tickets to the super bowl and halftime show. Participants will
have three days to post photos and tag PepsiCo and Justin Timberlake via Instagram, Twitter, or
Facebook with SoBe or Baked Lays products with “#ShowmeJT.” Following the three days, PepsiCo will
randomly choose three winners for the tickets. Using the massive following base of Justin Timberlake, he
will promote the contest throughout the three days and then announce the winners. Using Justin
Timberlake to promote “Better For You” products will increase awareness.

Based in Purchase, New York, PepsiCo began in 1965 with the merging of Pepsi-Cola and Frito-Lay. The
company has grown to one of the leading competitors for soda with its product Pepsi. PepsiCo has a
plethora of other products that have been able to transform the company into the global icon it is today
with products like Doritos, Lays, Tostitos and Cracker Jacks to name a few.

Source: PepsiCo
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Press Release Work Sample

Contact: Megan Lynch
609-709-0633
mlynch24@elon.edu
FOR IMMEDIATE RELEASE:
MARCH 25, 2016

A ‘Grand Night’ for a Performance

Students in the Department of Performing Arts at Elon University perform 60 minutes of riveting

musical numbers

ELON, N.C.-​Media Alert

What: ​Elon University students in the Department of Performing Arts​ ​will perform a variety of different

musical numbers of their choosing in a show called Grand Night. The event showcases the students’

musical talent and how they have grown as performers. Admission is $13 for the general public or free for

Phoenix Cardholders. ​Reserve tickets by calling 336-278-5650.

When:​ 7 p.m. and 8:30 p.m., Friday, April 1 and Saturday, April 2

Where: ​Roberts Studio Theatre, Scott Studios at Arts West, Elon University

Details: ​About 80 students will participate in the 24​th ​annual Grand Night musical production. Grand

Night is directed by Professor ​Catherine McNeela​ and musically directed by ​Nathan Thomas.​ The

students will perform 16 songs including “Music of the Night" from “The Phantom of the Opera” and

“Cat-like Tread” from “Pirates of Penzance.” Each musical number encompasses a wide variety of vocal

ranges and ages from first-year students to seniors.

“​Grand Night is a showcase of different numbers that are all student directed, choreographed and

performed. It is a very collaborative process,” ​Tanner Mead, 19, musical theatre major said. ​“Grand
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Night is fun for everyone involved. It is not like a musical where there is a story arc and a deep meaning.

No one leaves Grand Night upset or thinking it was a waste of time.”

A current senior also will make a speech about the seniors’ time in the program before the final number.

The final number holds significance to all performers in the Grand Night production.

Musical theatre major Brooke Banister, 19, said Grand Night is a final goodbye for the seniors because

it’s the last time they get to perform at Elon if they are not in a spring musical or play. The last song

performed by seniors is about “passing on leadership to the classes below them,” she said.

About: ​Elon University’s musical theatre​ ​program​ prepares undergraduate students to take center stage

after they graduate. Each year the department accepts 16 to 20 students into the program to receive

personal attention by mentors and teachers throughout their time at Elon. Students admitted to the

program​ ​audition​ separately into the program in addition to applying to the university. ​The musical

theatre majors are trained to become performers skilled in voice, theory, acting and dancing. ​Grand Night

is just one of several opportunities musical theatre majors get to showcase their talent throughout their

time at Elon.