New Diet Pepsi ads planned; Pepsi One takes 1.5% share

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Pepsi-Cola Co., Purchase, N.Y., is in strategic planning for new advertising for Diet Pepsi, Senior VP-Strategy and Marketing Dawn Hudson told Advertising Age today at Beverage Forum 99 in New York. She wouldn't provide details on the new creative. Speaking as a panelist at the annual industry conference, Ms. Hudson spoke about her company's new diet soft drink, saying, "Pepsi One is not a replacement for Diet Pepsi." She said Pepsi One has gained a 1.5% market share in the six months since its launch. "We have engaged new users [rather than cannibalizing Diet Pepsi]. Pepsi and Diet Pepsi are still doing well. We'll give [Pepsi One] lots of time and media and nurturing," Ms. Hudson said. BBDO Worldwide handles the brands. Also at Beverage Forum 99, Urban Juice & Soda Co., Vancouver, said it will launch a Web site for its Jones Soda that will allow consumers to use the Internet to customize labels for the trendy niche product, placing their own photos on the label. The customized product then will be delivered to their homes within 48 hours. President Peter van Stolk said the Web site will be launched within the next six weeks.

Copyright May 1999, Crain Communications Inc.

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