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Pepsi Wild Cherry’s Savvy Shift to Mature Millennials

I’ve been keenly observing how brands adapt to changing market dynamics, and Pepsi’s latest move with their Wild Cherry flavour caught my attention.


It’s a fascinating blend of understanding consumer behaviour and smart marketing.

Spotlight on the Millennial Market

Pepsi Wild Cherry’s strategy is a pivot from the usual adrenaline-fueled marketing we see in fizzy drinks. 

Instead, it’s a nod to the maturing tastes of millennials, particularly women. 

This demographic has grown, and so have their preferences. 

Pepsi, is adapting to these changes, showcasing an understanding that what was once considered ‘wild’ has evolved.

It’s not just about age; it’s about a more sophisticated palate that seeks new, exciting flavours. 

Pepsi’s offering caters to this craving, delivering a taste that appeals to the evolved preferences of this specific group.


Courting Millennial Women

What’s really intriguing is Pepsi’s laser focus on women within this group. 

Women have always been influential in consumer trends, but Pepsi’s direct approach in tailoring their product and marketing to them is something worth noting. 

It’s a simple sales story: understand your buyer and tailor your product to them.


A Strategic Response to the Soda Boom

Pepsi’s dive into the flavoured soda trend with a focus on mature millennial women is a classic example of effective market segmentation. 

It’s a response not just to a trend but to a deeper understanding of a specific consumer segment’s evolving needs.



Pepsi’s strategy with Wild Cherry is a lesson in adaptive marketing. 

It shows how deeply understanding consumer behaviour can lead to successful product development and marketing strategies. 

As our tastes and lifestyles change, brands like Pepsi are quick to adapt, serving as a reminder of the importance of staying in tune with consumer needs.

This move by Pepsi, focusing on mature millennial women amidst a fizzy drink boom, exemplifies how businesses can remain relevant and appealing in a constantly evolving market.


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About the Author

Hey! I’m Jack Willoughby and i’ve been helping brands grow from their first steps to making some real noise in the market. I’ve worn different hats, from being the go-to marketing guy in-house to branching out on my own as a consultant. I also own a branding agency for health & fitness businesses.

Outside of that, I’m pouring my experiences into my weekly newsletter called ‘A Marketer’s Mindset’ 👈 Click for weekly tips on brand building, marketing, and productivity.

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