In the process of segmentation (dividing a market into smaller groups that are similar in at least one aspect and differ from other groups), international segments can be established that connect many countries world-wide. Grouped by geographical, economical, political/legal, and cultural factors, international segmentation forms segments with similar needs and behaviors even located in different countries.
Pepsi released this international "cool" ad focusing on a subgroup of soccer fans within the population. Soccer, or football in most countries, is the most popular sport world-wide and spans many continents, including Europe, South America, Africa, and Central America. The 2010 FIFA World Cup is being held in South Africa. Pepsi focuses on this major interest and subgroup by depicting players from a variety of teams and nations playing soccer around the world while drinking Pepsi. By zoning in on this certain segment Pepsi can reach and complement many more people and cultures with a single ad campaign.
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