Imagine outselling Coke in its hometown. It happened. And Bustin & Co. made it happen for Pepsi by developing and implementing a strategy that helped Pepsi outsell its rival for the first time in Atlanta. Bustin & Co. determined that the convenience store channel offered an opportunity to maximize Pepsi’s personality with teens, a key customer segment. Teens with the highest propensity to switch brands were targeted by the Pepsi Blue Crew, which engaged in a summer-long program interacting with teens. The results? A "cool" image that connected with an important customer segment, which propelled Pepsi sales to record levels in the hometown of its fiercest rival.
