Throughout my research, I have found that my proposed sparkling energy water could support PepsiCo’s objectives by responding to changing consumer preferences. My product would combine sparkling water, caffeine, and electrolytes while containing little to no sugar. This gives PepsiCo another way to reach consumers who want energy and hydration but may not want a traditional energy drink. My research has also helped me identify younger adults, college students, working professionals, and active consumers as potential target customers.

One of the biggest industry trends I identified is the growing interest in functional beverages. Consumers are looking for drinks that provide additional benefits such as energy, hydration, and lower amounts of sugar. This trend creates an opportunity for PepsiCo because the sparkling energy water would offer several of these benefits in one product. Another trend is the continued growth of digital and social media marketing. This would influence how PepsiCo promotes the product, especially when trying to reach younger consumers. Social media platforms such as Instagram and TikTok could be used for short videos, influencer partnerships, and other content that introduces the product to consumers. From my own experience creating Instagram posts and Reels at work, I have seen how important it is to create content that quickly catches the audience’s attention.