Pepsi's new flavor, Sierra Mist Ruby Splash, combines the lemon-lime Sierra Mist flavor with a splash of grapefruit. However, just launching a new item isn't enough. There needs to be some buzz around it. Realizing that one of the most valuable forms of marketing is word of mouth, Pepsi created its own influencer program for the new brand.

This summer, hipsters were identified who could recommend the product to their network of friends as well as distribute Sierra Mist Ruby Splash samples and promotional products. Pepsi's goal: To promote this little bit of "liquid sunshine," which is the brand's tagline.

Small gatherings were accented by cold bottles of Sierra Mist Ruby Splash and promotional products such as branded sunglasses and air fresheners. Branded refrigerators were also placed in "underground" locations like bike and surf shops.

This grassroots effort was supported by social networking efforts, larger sampling efforts and a traditional media buy including TV and radio advertising. Still, Erika Priestley, associate marketing manager for Pepsi, says, "The influencer programs provide two elements that are often difficult to create through traditional marketing: authenticity and unique customer engagement. In many instances, influencers can reach our target audience on a more personal level because they are already a part of the customer's life."