PepsiCo is promoting its new relaxation beverage
PepsiCo is promoting its new relaxation beverage Driftwell through targeted digital ads that disrupt the viewer’s screen time at the end of the day.
According to details shared with Marketing Dive the drink is developed by PepsiCo’s internal content studio, the “40 Jinx” campaign recognizes that many Gen X and millennial consumers, including busy parents, are turning to social media and streaming as a way to unwind. An animated video paints each of these activities as a different jinx creature that can lead to unhealthy habits that prevent a restful sleep.
Less screen for adults
PepsiCo is encouraging more moderate screen-time habits with the new campaign for Driftwell, a beverage the marketer introduced late last year after fast-tracking the concept. The offering intends to help consumers combat feelings of stress while developing more consistent bedtime routines, two issues amplified by the coronavirus pandemic, which has made unplugging difficult for many people.
The Driftwell ads paint scrolling through social media apps or tuning into streaming sites as relaxation habits that can quickly morph into vices, illustrated as the titular jinx monsters that must be banished. Eighty-two percent of surveyed consumers claim they now screen, stream or scroll at the end of the day, according to findings from a study that Wakefield conducted in partnership with Driftwell. The brand is looking to engage older millennials and Gen Xers who may be young parents dealing with new strains on domestic life as well as work-related ones.
Splitted messages
PepsiCo in recent months has made a more concentrated push into streaming and digital media as consumers cut the cord on traditional TV and conduct more of their shopping online. But the marketer is clearly taking a different approach to promoting Driftwell, a product that represents an experimental bet on the health and wellness category. A press release paints end-of-day screen time as “actively sabotaging” the ability to unwind.
To get consumers to break unhealthy habits, Driftwell started running targeted ads on Facebook in mid-February and on YouTube in March. The placements appear during peak times to unplug, such as right after work and before bed.
Related news
Inflation slowed in the United States in July
In July, inflation and core inflation in the United States…
Read more >The core inflation rate calculated without food and energy prices did not change on a monthly basis in the USA
A várakozások alatt alakult júliusban a termelőiárak emelkedése mind havi,…
Read more >American growth in the second quarter turned out to be better than expected
In the second quarter, the gross domestic product (GDP) of…
Read more >Related news
A new office responsible for food safety and retail trade can be established under the leadership of Márton Nagy
A new top organization called the National Trade Office could…
Read more >K&H: Almost two-thirds of businesses are planning development
The majority of domestic micro, small and medium-sized enterprises, 61…
Read more >KSH: industrial production fell by 8.2 percent in June
In June 2024, the volume of industrial production was 8.2…
Read more >