×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Mountain Dew-over

By Published on .

Pepsi might have a good feeling about cola, but it's also hedging its bets.

The soft-drink marketer will launch several new products in the energy-drink and enhanced noncarbonated beverage segments for 2007, and it is planning a variety of innovations to boost its core carbonated-soft-drink portfolio, according to attendees at its recent annual convention.

Mountain Dew's MDX brand is being repositioned from a hybrid energy drink/soda to a more subtle "carbonated soft drink plus"-in other words, a great-tasting drink that focuses energy rather than being a beverage with a strong energy buzz. Executives also teased about possible introduction of European brand Pepsi Max to the U.S. and Tava, a fortified sparkling diet drink, according to one bottler.

In addition, the marketer will launch cane sugar versions of Sierra Mist and other products, and an energy drink tied to a well-known sports figure, according to Beverage Digest.
In this article:
Most Popular