US: Diet Pepsi pushes new design and taste message

By | 4 May 2007

PepsiCo is claiming that its Diet Pepsi brand has "more cola taste" than Diet Coke in its latest advertising campaign.

At the same time, Diet Pepsi has undergone a "slightly more masculine" makeover. The new look, unveiled yesterday (3 May), combines a redesigned blue and silve can with a different font and logo.

The advertising campaign, meanwhile, will run on both national television and radio, communicating the "more cola taste" message.

Pepsi employees marked the revamp yesterday by handing out around 3m samples of the newly-designed cans in cities throughout the US.

PepsiCo noted that, as part of the giveaway, a blindfolded taste-test resulted in the majority of consumers choosing Diet Pepsi as the brand with more cola taste than the competition.

Pepsi-Cola North America chief marketing officer Cie Nicholson said: "We've always believed that Diet Pepsi had more cola taste than the other diet cola brand and now there's proof. We're shining the light on this one basic, yet incredibly important fact in an ad campaign reminding people about the great taste of Diet Pepsi."

The initiative follows the company's recent plans to add Diet Pepsi Max to its diet CSD portfolio. The zero-calorie cola, available nationwide next month, contains extra caffeine and a hint of ginseng, and will be offered in 20-ounce and two-litre bottles as well as in 12-packs of 12-ounce cans.

Sectors: Soft drinks, Water

Companies: PepsiCo, Diet Coke

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