Pepsi launches marketing campaign for new Pepsi Next

Rebecca Prescott14 Mar 2012 (Updated 16 Mar 2012)

Starting 26 March, consumers will be invited to get a first taste of new Pepsi Next, which the company says is the first to deliver real cola taste with 60% less sugar than Pepsi-Cola.

Angelique Krembs, vice president Pepsi marketing, said: “We’re on a mission to get consumers to experience the real cola taste of Pepsi Next for themselves. We’re excited that after years of research and development, we’ve unlocked the great taste of Pepsi Next, the choice for consumers who want real cola taste with less sugar.”

Research has shown that there is a segment of consumers who are resistant to both regular, full-sugar cola and diet cola offerings. These consumers love the taste of Pepsi but they don’t believe you can achieve full-flavour taste with a diet cola. The launch of Pepsi Next is intended to fulfil this unmet need in the category, the company said.

Pepsi Next is crafted from the right mix of cola flavor and a blend of sweeteners to closely mimic the taste curve of a regular cola. By unlocking the real cola taste consumers expect from Pepsi, with 60% less sugar, Pepsi Next is an unmatched proposition in the marketplace and what cola lovers have been waiting for.

A TV ad spot, created by TBWA/Chiat/Day, featuring an excited young couple recording their first interaction with Pepsi Next, meanwhile missing the 'unbelievable acts' of their baby in the background, from dancing to handstands, will be aired to promote the new beverage.

This 30-second spot will begin airing nationwide on 26 March on primetime and cable networks, and will be complemented with online and radio advertising. Check it out below!

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Source: PepsiCo