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.