Abstract
The aim of this paper is to elaborate a new soft drink product, and then create the advertising campaign for it. A soft-drink is a non-alcoholic beverage composed of water and a flavoring agent. Most of them are carbonated and sweetened and they are often consumed chilled. The adjective "soft" is used in opposition to the "hard drinks" which are the beverages with a high alcoholic content.
The global soft drink market is evaluated at US$ 450 billion (source:" http://www.spelmanresearch.com"). In terms of volume the market size is large approximately at 80 billion cases. US market, which will be our area, is the largest soft drink market with 25% of global volumes. Coca-Cola remained the leader of this market in 2009 (sales of $31,944m), followed by PepsiCo ($15,609m) (source:"
http://www.adbrands.net"). The others leaders are "Dr Pepper Snapple", "Cott Corp" and "Red Bull".
The US soft drink market grew at a slower pace than the global soft drink market (+4% in 2008). The worst of all, in the United States, soft drink volumes fell 2.1% in 2009 (source:" http://online.wsj.com"). The economical crisis is a good reason to explain this phenomenon but it's not the only one.
