Trial: The holy grail !

When was the last time you tried a new brand or product - just for the sake of it?

Let me take you back a week
I was a happy Coke zero consumer, (and an occasional Sprite zero drinker). Comfortable with this fact I happened to be thirsty and needed a drink whilst shopping in Target. So I automatically tried to buy Coke zero and couldn’t find it in the chillers by the checkout (I don’t like Diet Coke).

A sudden appearance
Now, all of a sudden I noticed diet Pepsi. Pepsi has new designs across the lineup, which seemed to attract me that little bit more, and were the same price as the Coke drinks so I thought why not try diet Pepsi. Why am I telling you all this, well it’s because I love diet Pepsi, and I prefer it to Coke Zero. I have defected from Coke zero after one trial of diet Pepsi.

The Power of New
Now as a marketer this troubles me. It seems that my action was sparked by 3 things:
a) there was no real risk to my decision, after all I was thirsty, so I was desperate to consume anything cold and wet.
b) no incremental cost - ie it was the same price as the Coke equivalent and
c) there was something new and interesting about Pepsi. The new packaging design made me feel different about Pepsi, it made me think differently about Pepsi, it helped interest me enough to try Pepsi.

Did Pepsi expect me to behave like that ? Does Coke zero lose in one of those blind taste tests ? Why does Target not have Coke Zero in the chillers ? I don’t know how many marketing $$ Pepsi have spent recently, but I know I’ve said this before - marketing works ! Sphere: Related Content