Problem:
Method of one-way communication from brand producers to consumers. "Advertising can reach huge audiences with simple messages that present opportunities to allow consumers to understand what a product is; the products primary objective; and how it relates to all the other similar products."(DryPen, 2010). PepsiCo will obtain a well-known sponsor to further enhance the company's marketing objectives. Several years ago, the company utilized singers of pop culture to promote the brand. Today's culture will continue to use pop culture as an influential mechanism to boost and stimulate sales, however corporate sponsorship will shift from pop culture to athleticism. Brand messaging will reiterate the mission of "Blackberry Twist" which is to enhance one's mental acuity, boost metabolism, and increase a consumer's energy. As a result of today's society focusing on health consciousness, PepsiCo will partner with organizations promoting diet and exercise to ensure consumers that PepsiCo is working towards enriching the lives of consumers by providing healthier options that will revolutionize the beverage industry. In addition to building sponsorships with well known organizations such as; Nutrisystem, various athletic clubs (i.e. 24 hr Fitness) throughout the U.S, fast-food restaurant chains, main sporting events, and/or concert events, PepsiCo will work with the most popular celebrities in today's society such as; Lady Gaga, Beyonce, etc. or new popular artists from American Idol or the Voice. Most consumers are influenced by pop culture which will be a fundamental source of generating revenue.