Pepsi drops Josta soda, will focus efforts on Pepsi One

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Pepsi drops Josta soda, will focus efforts on Pepsi OnePepsi-Cola Co. told bottlers last week it will stop selling its 2-year-old Josta soda brand at the end of this month. A Pepsi spokesman said the company sees potential for such niche beverages, but plans to concentrate instead on major brands such as Pepsi One, its new diet cola entry. Josta, a caffeinated soda with trendy guarana berry flavoring, was supported with $5 million in media spending since its launch, primarily outdoor, spot TV and network cable, according to Competitive Media Reporting. BBDO Worldwide, New York, handled.

Copyright March 1999, Crain Communications Inc.

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