PEPSI BLUE LATEST TEEN-TARGETED DRINK

No. 2 Cola Company Announces Flavor on Eve of Vanilla Coke Debut

By Published on .

Most Popular
BOSTON (AdAge.com) -- PepsiCo's Pepsi-Cola North America will launch a new cola flavor that was developed by teens.

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.

Pepsi's announcement

Related Stories:
PEPSI BECOMES OFFICIAL SOFT DRINK OF NFL
Replaces Coke in $200 Million Deal
POWERADE MUSCLES INTO GATORADE TURF
PepsiCo's Sports Champ Loses Ground to Coca-Cola Upstart
CODE RED SOFT DRINK SALES EXPLODE
Good Marketing or Computer Virus?
today comes the day before rival Coca-Cola Co. unveils Vanilla Coke.

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.

In this article: