Blog: Did somebody mention breakfast? Not PepsiCo's new Kickstart flavours

Andy Morton | 15 January 2014

A late breakfast

“Kickstart Your Night,” shouts the ad logo for PepsiCo's new Mountain Dew Kickstart flavours, unveiled yesterday (15 January).

But hold on, wasn't the original Kickstart marketed as a “breakfast beverage”? Perhaps PepsiCo's ad men pulled a few too many late nighters and breakfast got forgotten about.

Not so, a PepsiCo spokesperson told me. The new flavours and branding are "an expansion of the line, not a marketing change".

Whatever the reason, Kickstart has obviously not been missing out on its own fortifying breakfast as the brand has amassed US$150m in sales since its launch last February. Now that's news worth staying up late for.

Sectors: Product launches, Soft drinks

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