Project Goal:

• Position Kool-Aid Soda as a nostalgic yet modern, health-conscious alternative in the competitive soft drink market.
• My Role:
  • Led competitor analysis and promotion strategy.
• Competitor Analysis (Keurig Dr Pepper)
  • Strengths:
    • 9.2% U.S. market share (2024); Dr. Pepper recently surpassed Pepsi as #2 U.S. soda.
    • Strong e-commerce sales & innovation (e.g., K-Brew + Chill™ brewer).
  • Weaknesses:
    • Limited global reach (low international visibility).
    • Vulnerable to supply chain disruptions (weather, politics).
    • Opportunities for Kool-Aid Soda:
    • Capitalize on health trends (e.g., reduced-sugar options).
    • Expand into international markets (e.g., Mexico).
  • Threats:
    • Coca-Cola’s dominance; strict health regulations (sugar taxes, packaging laws).

Promotion Strategy

• Advertising:
  • Streaming ads (Netflix, Hulu) during 90s/00s reboots (nostalgia hook).
  • QR codes in ads → link to exclusive short film (Time Traveler’s Sip).
  • Kool-Aid mobile games on Netflix (interactive engagement).
• Social Media:
  • #KoolAidKoncoction challenge with 25-35yo food/drink influencers (TikTok/YouTube).
• Sales Promotions:
  • Summer Kool-Aid Kit: 4-pack soda + themed glassware.
  • Lunchables bundle (nostalgic snack pairing).
• Content Marketing:
  • “Life Cycle of Kelly the Kan” (sustainable packaging infographic).
  • Blog post on Kraft Heinz’s eco-friendly initiatives.