February 21st, 2011
Skinny Pepsi Can Launch Is Heavy With Controversy
It’s hard to imagine that a brand the size of Diet Pepsi spent only $500,000 on measured media in the past three years combined, but that’s exactly what happened.
Surprisingly, sales have been steady despite the piddling advertising outlay. According to Beverage Digest, though volume has declined, the decline is in line with what’s happening across the diet cola and carbonated soft-drink categories. “It’s not that we haven’t invested in Diet Pepsi, but everyone related [Refresh Project] to Pepsi,” said Ami Irazabal, marketing director at Pepsi. “We are going to actually start talking to our consumer again. ... We have our loyal followers that are a specific psychographic, and we want to make sure we talk to them on a one-to-one level.”
To that end, the brand is introducing a new package, the Skinny Can, and building a major marketing program around it, slated to run throughout 2011. The can will become part of Diet Pepsi’s permanent lineup. (Pepsi’s Skinny Can is a full 12 oz. serving. Competitor Coca-Cola has experimented with slimmer and shorter cans that are not a full 12 oz. in some markets.)
Read more: http://adage.com/article?article_id=148982