Students in Principles of Marketing collaborated in small groups to brainstorm new product flavors to pitch to GoodPop. Photos by Penh Alicandro ’22
At Eckerd, learning doesn’t stop with textbooks.
In Visiting Assistant Professor of Marketing Nina Bergbrant’s Principles of Marketing course, students brainstormed new flavors for GoodPop, an ice pop and ice cream bar company.
‘“The ultimate goal was for them to get hands-on learning experience,” Bergbrant says.
Marketing isn’t just about selling. It’s about creating value for your consumers, Bergbrant explains. That happens through understanding who the consumer is, what matters to them, and listening to their feedback, she says.
GoodPop has invited its consumers to pitch new flavor ideas that will hit shelves in 2028. GoodPop provided the frozen treats to Eckerd for free.
“At GoodPop, we think some of the best ideas come from young minds,” says Clara Tomlin, director of brand impact. “We are thrilled that Nina Bergbrant’s students are taking the time to offer their brilliant, creative ideas to the GoodPop team.”
In addition to sampling existing GoodPop products, students examined the company’s website, social media, and competitors to identify flavors that fit the brand.
The product samples used by the Principles of Marketing class were provided free of charge by GoodPop.
Though Principles of Marketing is an introductory course, everybody is a consumer, Bergbrant says. Anyone can provide valuable feedback to a company based on their experiences. Modern marketers must take into account a more sophisticated and diverse base of consumers than ever before.
In the classroom, students tasted frozen treat flavors, from Cherry n’ Lemonade to Fudge n’ Vanilla Crunch. They gathered in small groups and brainstormed flavor ideas. Bergbrant noted several students—in different groups—producing the same idea. A few students considered a popsicle loaded with a current craze: protein.
Addie Kerr, a sophomore marketing major from Champaign, Illinois, and Abi Adkins, a sophomore marine science major from Greenwood, Indiana, worked in the same group in class, trying different GoodPop flavors.
“The most important thing we’ve learned in this class is having a loyal customer that comes back,” Abi says.
The taste-testing class wasn’t just about learning; it was about having fun, she says. Abi had tried GoodPop treats before, but tried a new flavor during class.
Addie, who wasn’t familiar with GoodPop prior to the class, is learning how brands generate product ideas without straying from their values, she says.
One potential idea students identified during their research was the potential for a protein infused popsicle or ice cream bar.
“Also, trying to be creative and make something that a competitor hasn’t,” Addie continues.
In a recent class, Bergbrant covered how brands gather ideas from consumers and crowdsource. She aimed to translate this into hands-on experience and show students how idea generation happens.
“I think that’s the best way for students to learn,” Bergbrant says. “When you actually get to do something versus just talking about it.”
Bergbrant brings GoodPop into her classroom as a marketing example because of the alignment between product and mission. Eckerd’s marketing curriculum includes a focus on sustainable marketing principles, prioritizing people and the planet alongside profit. Bergbrant points to GoodPop as a company that didn’t have to reformulate its products after the FDA banned Red No. 3, a synthetic dye. The brand’s ingredients are certified non-GMO or organic, and its other values include safe work environments and no deforestation or degradation of natural forests.
“And who knows? Maybe one of the flavors that these students create will get chosen,” Bergbrant says.
