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September 15, 2020

PepsiCo dips toe in sleep-aid market with Driftwell launch

PepsiCo is to expand into the functional soft drinks category with the US launch of Driftwell, a zero-calorie beverage that aims to improve sleep quality.

PepsiCo is to expand into the functional soft drinks category with the US launch of Driftwell, a zero-calorie beverage that aims to improve sleep quality.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

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Driftwell, which will roll out in the US from the end of this year, contains 200mg of L-theanine, an amino acid often used in relaxation drinks. PepsiCo said L-theanine promotes “relaxation and de-stress” but without the after-effects of over-the-counter sleep remedies.

The drink also contains magnesium.

The brand targets the US$1bn-and-growing over-the-counter sleep remedy market and current trends for health & wellness. “[Driftwell] intends to drive an essential wellness conversation in North America, knowing that for many individuals relaxation and dealing with stress is a lifestyle shift,” PepsiCo said.

The new beverage, which came out of an internal pitch idea competition among PepsiCo staff, will initially launch in e-commerce before the end of this year. Retail sales in the US will start in Q1 next year. PepsiCo said it is choosing selected retailers and e-commerce sites that will “directly reach consumers seeking end-of-day relaxation”. A ten-pack of 7.5oz (22.2cl) ‘mini-cans’ will retail for US$17.99 online.

The launch of the blackberry-and-lavender flavoured Driftwell will see PepsiCo fully engage with the new wave of functional drinks that claim to alleviate ailments and symptoms connected to modern living. L-theanine is also found in ‘nootropic’ drinks, which aim to boost focus and are increasingly targetted at the video game community. Last week, Molson Coors Beverage Co announced plans to launch a nootropic drink along with other functional soft drinks before the end of the year.

The rise of adaptogens – the continued evolution of health & wellness in soft drinks – Click here for a just-drinks comment

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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