Soda brands are consistently getting into the energy drink market, and PepsiCo, which already owns Rockstar and SoBe energy drinks, has just released another highly caffeinated beverage in the Dutch market, Pepsi Kick. Pepsi Kick contains no sugar but tons of caffeine, along with the beloved taste of Pepsi, to give consumers in the Netherlands that extra dose of energy when the afternoon slump kicks in.
As the Senior Brand Manager at PepsiCo Beverages Netherlands Caroline Henneman says, "Research shows that half of consumers seek some extra energy sources between 3 and 5 pm. Pepsi Kick provides a reviving effect of an energy drink with a familiar taste, while does not contain sugar."
Pepsi Kick was launched in the Netherlands after tremendous success in Mexico -- after its launch there in 2009, it took 44 percent market share of energy drinks in the local market. This particular campaign in the Netherlands comprises ads made by FHV/BBDO and will be combined with a sampling promotion across the country.
Key Themes Behind This Trend
- Sugar-free Energy Drinks
- A growing trend is the production and sale of energy drinks without sugar, opening opportunities for companies to offer healthier options for consumers.
- Branded Energy Drinks
- Soda brands like PepsiCo are expanding their product line by entering the energy drink market, creating an opportunity for cross-promotions and increased brand awareness.
- Afternoon Energy Boost
- Research shows a demand for extra energy sources between 3 and 5 pm, creating a market for energy drinks that specifically target mid-afternoon energy slumps.
Where This Applies
- Beverage Industry
- The sugar-free energy drink trend presents an opportunity for innovation and product development within the beverage industry.
- Marketing Industry
- The entrance of well-established soda brands into the energy drink sector has created a marketing opportunity to engage consumers and promote new products.
- Retail Industry
- The demand for afternoon energy boosts creates growth opportunities for retailers to provide energy drinks and related products during peak hours.
