For the first time since 1985, PepsiCo in 1999 didn't pitch its flagship brand Pepsi during a Super Bowl. Instead it decided to back Pepsi with money later in the year, specifically around the key spring and summer selling seasons.
But it did buy time for two other beverage brands, Mountain Dew and Pepsi One.
"It's our biggest new-product launch in history, and we are doing everything we can to introduce and re-introduce people to Pepsi One over the next year," a Pepsi spokesman told Ad Age at the time.
The spot, to be Pepsi One's lone outing in the Super Bowl, was created by BBDO New York and stars pitchman Cuba Gooding Jr. Brand Pepsi returned in 2001 with a trio of big-game spots ("Bob Dole," "Chess" and "Subway").
Pepsi's strategy for Pepsi One changed over time, with a new multimillion-dollar push in 2005 to promoted a reformulated version -- without TV commercials, part of a bid to reach younger audiences. But the brand struggled, as The New York Times reported upon the relaunch:
Pepsi One sales peaked in 1999, a year after its introduction, at 83.7 million cases, according to Beverage Digest data, and have fallen steadily since, to 24.3 million cases in 2003 and 19.2 million last year. At the same time ... the market share for diet sodas as a percentage of all carbonated soft drinks has been rising, to 29.1 percent in 2004 from 27.4 percent in 2003.
After reformulating the larger Diet Pepsi to eliminate the asparteme, PepsiCo discontinued Pepsi One in 2014.
Director: Joe Pytka.
BRAND: Pepsi One
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