The world’s two largest soft drink producers Coca-Cola Company and PepsiCo have announced plans for line extensions to two of their leading carbonated brands as innovation continues to play a key role in wining market share on the US market.
Coca-Cola has said that it will launch a tropical version of its lemon-lime offering Sprite, called Sprite Remix. The drink will be launched in late spring.
Meanwhile, PepsiCo is to extend its Mountain Dew brand with an orange-flavour to be called Mountain Dew LiveWire. It will be available across the US through the summer.
Both drinks will be aimed at the lucrative teens and young adult market.
PepsiCo said LiveWire will be supported with a three-month marketing plan, including TV, radio, online, outdoor and point-of-sale advertising. LiveWire is Mountain Dew’s third line extension since the introduction of Diet Mountain Dew in 1988. Mountain Dew Code Red arrived in May 2001, with Diet Mountain Dew Code Red following in May 2002.
Sprite remix, meanwhile, will retain the clear look of the original Sprite, but Sprite logo will be modified. The Remix drink marks the first time Coke has had a flavour change in its Sprite brand.
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By GlobalData
