It would be easy to think of Pepsi cola at the mention of PepsiCo rather than, say, oatmeal. Pepsi, after all, has long played second fiddle to Coca-cola in the soda, pop, Coke, or soft drink market, depending on what part of the country you’re from. It turns out, though, PepsiCo is a proud member of the Fortune 500 and home to such brands as Doritos, Tropicana, and, you guessed it, Quaker Oats. 

By way of disclaimer, I should admit up front I have not personally intentionally consumed anything with caffeine for well over a decade, including Coke. Probably it’s been twice as long since I tasted Pepsi cola. This is not some religious thing; caffeine didn’t sit well with my body, simple as that. Nevertheless Pepsico was an obvious choice for my final project for two reasons: first, I have an ex mother-in-law who drank it by the gallon; and two, it appears I may soon move to the Charlotte, NC area for the second time in my life, and North Carolina is nothing if not the home of NASCAR and Pepsi cola.

The Pepsi Float, made with Pepsi Ice Cream

The product I am suggesting, and this will seem so obvious, is Pepsi Ice Cream. While it could be argued my inspiration comes directly from Nancy Pelosi’s freezer, in fact it is the changes in life brought on by COVID-19. As we stay home, do less, and generally slow down, I got to thinking about a treat from my childhood (1921-’30): the root beer float. So I’m not suggesting a Pepsi cola-flavored ice cream. I’m suggesting an ice cream made specifically to pair with Pepsi cola when scooped into a frosty mug. 

The possibilities, as I see them, are nearly endless. First consider the necessary consequence of higher cola sales: people are going to need to buy Pepsi to put in the mug with their ice cream. Second, while I can confirm that something called a Coke Float has made its way across front porches throughout the South, Coke never has been bright enough to market it, leaving us with the rather pedestrian root beer float. Also, consider the end consumer: kids love treats like this; why not get them in the Pepsi bandwagon early in life?

Primary Marketing Research

The marketing primary research process should consist of a series of stages, first being exploratory research. I think Pepsi Floats are a good idea, but I have been wrong at least once in my life. We’ve got to get some baseline information in place before we drop the hammer, and this always is a good idea when considering a new product offering. To gather consumer data I recommend turning to social media, and Facebook in particular. Facebook is preferable here because it has a slightly older audience, more likely to have school-age children. Through a series of carefully worded surveys and by engaging in conversations we will begin to get a feel for potential consumer interest. 

Next I recommend moving into a descriptive research stage, in which we will be more detailed in our surveys and other data collection processes, and allowing them to continue the journey begun in exploration. While I understand the value of ice cream in a float, we certainly don’t want to be “plain vanilla”. Here specific questions can help us determine not only what tastes and flavors might gain traction, but consistency as well. Hard ice cream? Soft? We’re looking for guidance on the perfect frozen treat for a specific purpose: to be consumed with Pepsi cola. 

Seeking Secondary Research Data

At this point we have collected data, but we need secondary research to understand potential pushback. In an age where sodas and sweets are increasingly thought of in a negative light, we need to understand the potential for mom’s rejecting the product because of its sugary connotations. If so, is a “light” or sugar-free offering plausible? To understand this landscape we should review data and studies collected by other confectioners, and apply it to our continued descriptive research.

If we’ve made it this far, it’s time to consider experimental research. Here I would recommend, after plenty of internal recipe testing, a small sampling of large suburban environments including grocery and perhaps even convenience stores. These areas can then be targeted through digital marketing for demographics, interests, and other factors. Perhaps even an app with a built-in free sample is not too great a stretch.