Marketing News:
In an effort to resonate with a younger demographic, PepsiCo has replaced its Sierra Mist beverage with a new product called Starry. This shift is not only reflected in the change of product but also a revamped social media strategy aimed at appealing to Generation Z.
Starry’s strategic approach is to differentiate its content across social media platforms. Primarily, it focuses on TikTok, exploiting its popularity with the Gen Z demographic. The platform serves as a stage for original short-form content and comedy skits, coupled with the application of viral trends. QR codes on Starry beverages redirect consumers to the brand’s TikTok page, promoting further engagement.
On Instagram, Starry employs the Reels feature to capture the brand’s quirky character, as exhibited during NBA All-Star Weekend, where the mascot made unexpected appearances. Starry also collaborates with influencers, the first of which is Taylor Red, a singer and sports influencer. Red was given creative control to produce content in line with the brand’s spirit, with a specific call to action.
Although the brand tailors content to each platform, there is an overall focus on basketball fans. This was evident in the digital out-of-home ads during the NBA All-Star Weekend and the announcement of plans to advertise during the WNBA All-Star Weekend. However, specific financial details regarding Starry’s marketing efforts remain undisclosed.
The transition from Sierra Mist to Starry signifies a broader trend in branding strategies. Brands are striving to appear more vital and authentic, key traits that resonate with Gen Z audiences. The Starry brand, both in name and strategy, encapsulates the energy and experience that appeal to younger demographics.
