PEPSI TO LAUNCH 'MID-CALORIE' SODA CALLED PEPSI EDGE
Targets Consumers Who Drink Both Diet and Regular Colas
COKE ASSIGNS 'MID-CALORIE' COLA TO BERLIN CAMERON
Summer Campaign to Back 'Coke Ultra'
'Ultra' test name
Tested under the name Coke Ultra, the so-called mid-calorie carbonated soft drink is expected to have about half the sugar, calories and carbohydrates of Coca-Cola Classic.
WPP Group's Berlin Cameron/Red Cell, New York, will produce the advertising and Interpublic Group of Cos.' Momentum, St. Louis, will handle promotions.
A Coca-Cola spokesman said the company "cannot confirm or deny any speculation."
Meanwhile, Pepsi-Cola North America has announced that it, too, believes a growing number of consumers regularly switch between diet and regular soft drinks and it is launching its own mid-calorie drink -- Pepsi Edge -- for them.
Pepsi claims that roughly 60 million people are so-called dual users who regularly consume both diet and regular colas.