While Gen Z continues to be the most sought-after segment for brands, millennials are still in a sweet spot for marketers, who benefit from the group’s penchant for being big spenders on experiences and items of convenience and indulgence.
Danzi told Adweek that while the campaign’s creative was driven by insights showing flavored cola consumption growing among millennial and female soda drinkers (with cherry being the number one preferred flavor), the brand found its empathetic messaging resonated across segments of consumers who identified with a desire to reconnect with their playful sides.
“I think as a marketer it’s always fun when you find a human insight—which normally comes from a specific consumer group—but then human insights like that come from everyone,” she said. “These spots were developed off this millennial insight, but maybe ‘wild’ looked a little bit different [for other groups] 10, 15, 20 years ago. But you still like to have fun. You still like to indulge. And that is the real connection to the product.”
In addition to the tonal departure with its storytelling, Danzi noted that the campaign also gave the brand an opportunity to showcase the “flying and exploding” cherries on the product’s new packaging design, which was part of a larger rollout last year coinciding with Pepsi’s milestone celebration.
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