PEPSICO KILLS PEPSI EDGE

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PEPSICO KILLS PEPSI EDGE

• By Kate MacArthur
• Presented By Kali Jackson

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What is Pepsi Edge?

• 50 less sugar, calories, and carbs
• Full flavor
• Reward yourself slogan

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Mid Calorie Cola

• Killed after 1 year
• Controversy before launch
• Mushy middle- Rival C2

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What Pepsi Learned

• 0-100 calorie content
• Received credit for being innovative
• 60 of consumers are dual users
• Relaunched Pepsi One to appeal to men
• Final blow for Pepsi Edge

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Pepsi One

• 1 calorie
• Original Pepsi taste
• 0 sugar
• 0 carbs
• Masculine label??

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The Rival- Cokes C2

• Not ready to pull the plug
• Sold 25 million cases in 2004 in the U.S.
• 3 times the 8.6 million cases of Pepsi Edge
• Parade of diet line targeting younger consumers

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Coke Zero

• Launching case study June 20
• everybody chill theme
• Sponsoring events
• Very extensive marketing campaign

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Sources

• http//www.adage.com/news.cms?newsId45071
• www.pepsiedge.com
• www.pepsi.com
• www.cocacola.com