Case Study: Tava – Pepsi Cola North America Tava is a new line of enhanced light, crisp zero-calorie sparkling beverages with distinctive flavors from around the world. It is Caffeine-free and fortified with Vitamins. The three flavors are Mediterranean Fiesta – black cherry citrus Tahitian Tamure – tropical berry blend Brazilian Samba – passion fruit lime.
Program Overview – At-A-Glance: Sesa Events activated in-market introductions that embraced discovery by providing select audiences customized Tava experiences. Each audience an had an established reputation within the cultural fabric of their markets. The experience was pre-planned with internal business contacts and consisted of the following elements; hand-delivered branded cooler with “freshly” chilled product, Discovery Box filled with unique contents, Open Books for all employees that include multiple retail bounce-backs and access to Tava Special Delivery. Program Objective: The goal - to drive awareness and trial of Tava within the designated markets. The Tava Program “goes deep” within the core markets providing rich, brand-right introductions, therefore igniting buzz during pre-launch and sustaining peer recommendations during launch. Target consumer audience is prime timers – aged between 35 and 49. These consumers want to fuel their passions through meaningful experiences – cultural participation, self-enrichment and intellectual stimulation. They are characterized by their openness to discovery. | 
