Pepsi launches mid-calorie drink for the diet soda-averse
NEW YORK, March 14 — PepsiCo has announced the launch of a mid-calorie version of their Pepsi-Cola for the "in-between consumer" in a market trend that's continually segmenting their customers.
Dubbed Pepsi Next, the latest product to hit North America contains 60 per cent less sugar than their regular Pepsi-Cola.
This would be the second time Pepsi has tried to entice consumers who are mindful of the empty calories in regular sodas but also have an aversion to the taste of diet cola.
In 2004, Pepsi went up against Coca-Cola with their Pepsi Edge, battling it out with C2 which likewise contained about half the calories of their regular Coke. Both products were taken off the shelves due to poor sales.
In one of their biggest product launches in years, Pepsi will embark on their second attempt at a mid-calorie soda beginning March 26 throughout North America, a project that had been talked about since last spring.
The rollout includes launches at 800 Walmart stores across the US as well as other in-store sampling.
The creation of Pepsi Next points to another trend in which beverage giants are increasingly targeting segmented and niche markets.
Last year, for instance, Dr. Pepper launched a ‘manly' 10-calorie alternative to Diet Dr. Pepper, with the tagline "It's not for women."
The TV ad for Dr. Pepper 10 hit every male machismo cliché, replete with gun-toting heroes and high-speed chases through the jungle.
Meanwhile, Pepsi will be launching an aggressive ad campaign that includes a digital app on Facebook in which fans can sample the new drink in an "Improv You" Internet Taste Test, a partnership with comedy web show Funny or Die. — AFP-Relaxnews