Pepsi Blue, a combination of berry and cola flavors, is set to debut in August. The drink will be sold in single-serve 20-ounce bottles, similar to how the marketer rolled out its blockbuster drink Mountain Dew Code Red.
Dave Berwick, senior vice president of marketing of carbonated soft drinks, said the electric blue-hued product could reinvigorate the cola category.
"It will stand the cola category on its head," he said.
Pepsi is the No. 2 soft drink company behind Coca-Cola.
The company, based in Purchase, N.Y., said Pepsi Blue was developed by teens, its primary audience, and was among 100 combination concepts tested during the past nine months. Mr. Berwick said Internet, outdoor postings and other nontraditional outlets would support the brand at first, with advertising following later -- the same strategy used with Code Red.
"We're going to let teens and young adults discover it for themselves before we actively support it with advertising," he said.
Pepsi's agency is Omnicom Group's BBDO W0rldwide, New York.