To celebrate the “oddly perfect pairing” that is the new Pepsi Mango, beverage giant PepsiCo has embraced the world of online dating, turning over some of its digital media inventory to advertise real-world singles as part of the product’s launch campaign.
Available on store shelves nationwide from Monday, March 22, Pepsi Mango marks the company’s first permanent addition to its flavor portfolio in five years. It also marks Pepsi’s first simultaneous release of a flavored cola’s regular and Zero Sugar varieties.
“Simply put, mango’s having a moment right now,” says Todd Kaplan, VP of marketing at PepsiCo. Consumption of the tropical fruit in the U.S. has grown three-fold over the past decade, and sales of mango-flavored beverages—a particularly strong performer in the alcohol category—now approach $9 billion annually, he adds, calling it “one of the most popular fruits in the world.”
Flavored beverages are a “huge growth driver” in the cola space right now, he says, noting that the flavor profile and branding of Pepsi Mango “is something that works with our core Pepsi consumers” as well as other demographics, such as Hispanic consumers.