PepsiCo's newest brand, 'Caleb's Kola,' is a craft soda that pays tribute to the inventor of Pepsi, Caleb Bradham. The drink was introduced to appeal to the Millennial generation, who have their eyes on products that are simple, authentic and have ingredients that are easy to pronounce.
As such, Caleb's Kola is a simple drink that's made up of sparkling water, Fair Trade cane sugar, an extract from the kola nut and a blend of spices from around the globe. In line with the simplicity of the product itself, the bottle has a retro feel to it, with barely any flashy elements. Since there has been a real push for people to cut down on their consumption of soda, sugar and high fructose corn syrup, this alternative turns to natural sweeteners instead.
Natural Craft Sodas
Targeting Millennials, Caleb's Kola by Pepsi is Branded as a 'Craft Soda'
Trend Themes
1. Craft Soda Revival - Craft sodas are making a resurgence due to millennials' desire for simple, authentic, and natural products.
2. Natural Sweeteners - Products that use natural sweeteners are becoming more popular as people look for alternatives to sugar and high fructose corn syrup.
3. Retro Branding - Retro and vintage branding is becoming popular among brands targeting millennials.
Industry Implications
1. Beverage Industry - The beverage industry can explore using natural sweeteners and retro branding to appeal to health-conscious millennials.
2. Craft Soda Industry - The craft soda industry can capitalize on the desire for natural and authentic products among millennials.
3. Marketing and Advertising Industry - The marketing and advertising industry can offer retro and vintage branding services to brands targeting millennials.