Pepsi NEXT - The Newest Mid-Calorie Soda
Pepsi is making a big move into the "Mid-Cal" cola market with it's newest product called Pepsi NEXT. NEXT will hit the shelves March 26th and promises 60% less sugar with all the cola taste. Pepsi hopes to attract the lucrative market of people who have left traditional sodas for lower calorie enhanced waters, sports drinks and bottled teas. This product comes on the heels of many failed products in this segment including Pepsi's own Pepsi Edge, Pepsi XL, which had both been pulled from production by 2007. There is a renewed sense of hope since the launch of Dr Pepper Ten, Dr Pepper Snapple Group's 10 calorie soda last fall. The Dr Pepper Snapple Group is currently testing a line of 10 calorie sodas they hope to release to the general market. Both Pepsi and it's market dominating rival, Coca-Cola, have had market declines in recent years due to heightened public awareness to health risks related to the high-sugar content in soda. Pepsi, hoping to regain some traction in this market, is rumored that it will invest more than $600 million this year to market Pepsi NEXT.
Pepsi NEXT Commercial : Drink It to Believe It
Advertising agency TBWA/Chiat/Day produced a television commercial that features a young couple and their crawling toddler who is ready to stand and walk at any moment. The video-camera ready couple is prepared to immortalize the moment. The commercial shows the exited couple trying and praising the new drink. At the same time the baby, who feels neglected starts to perform tricks in the background to regain the parents attention. The parents are so enamored with the new product that the mother pulls out the video camera to document the wonderful new Pepsi product instead of the baby. The baby who is trying to get the parents attention progresses from standing to walking on it's hands to dancing and then ultimately playing a Fender Flying V guitar. The Pepsi NEXT loving parents miss the whole thing, but are satisfied with the amazing new drink they have discovered. In addition to the commercial, Pepsi NEXT will be promoted digitally via a Facebook campaign, and sampling efforts to get consumers to taste Pepsi NEXT will take place in more than 800 Walmart stores. The real question is: will Pepsi NEXT deliver the needed boost in sales that Pepsi needs in this segment? Only consumers will answer that question.
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