UK: Britvic to launch Pepsi Twist in UK
Pepsi's UK distributor, Britvic Soft Drinks, is test launching the brand extension Pepsi Twist, in the UK from mid July.
Already a success in the US since its launch last year, Pepsi Twist is a lemon-flavoured variation on the Pepsi parent brand. It is targeted at Pepsi's core youth audience and will be available in 6 x 330ml multipack cans and 2lt bottles in grocery multiples.
"Pepsi Twist is an appealing new offering with a difference," said Pepsi's head of marketing, Karen Goffe. "Pepsi Twist is a refreshing cola drink with an added twist of lemon for an unique flavour and an unexpected zing. Pepsi was first to market with a lemon variant in the States and the UK launch of Pepsi Twist is the next step in our leading innovation programme which saw the introduction and growth of Pepsi Max into a £60 million brand."
Pepsi Twist will retain Pepsi's blue packaging with an added slice of lemon. It will be supported by a national sampling campaign targeting 500,000 consumers, in-store point of sale and a substantial PR campaign, along with the support of the Pepsi music activity throughout the summer.
Britvic's category director, Andrew Marsden, said: "The launch of Pepsi Twist is a key part of our Right Choice category management programme - innovating to satisfy consumers and grow soft drinks' profitability. Cola represents a quarter of total take-home soft drinks sales and the introduction of Pepsi Twist will add interest to the cola segment and attract new drinkers."
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