Diving into the world of Pepsi is a difficult one -- what was once a simple drink is now an entire corporation that owns multiple other brands. You may have had no idea that Tropicana is actually a product of PepsiCo.
As global demand for sweets increases, so does the rush for land to grow sugarcane. Companies that produce and supply sugar to Coca-Cola, PepsiCo and other food and beverage giants are kicking poor farmers off their land and violating their rights.
In the case of advice, it seems we feel compelled to use recommendations we've paid for so that we can justify the expense to ourselves. This could explain why we often take so much pride in the expensive products and services we buy, taking the number on the price tag as a signal of quality.
There's an opportunity for you, challenger brand, to take advantage of the backlash against soda and create a little niche for yourself. Innovate around where the audience is, from Gen Y- and Z-ers to helicopter parents who couldn't imagine anything as toxic as soda touching their children's lips.
The Sierra Club is joining and expanding this successful effort to convince even more companies to get on board and go even further to reduce their oil consumption altogether. To date, the climate movement has largely given large corporate oil consumers a free pass. Those days are over.