Pepsi Introduces "Sierra Mist",
New Lemon / Lime Soda
Posted: 10/16/2000 7:51:28 PM EST
Targeted to teens and adults, with an 18-to-29-
year-old demographic. Aggressive introductory marketing support.
 Inviting variety-conscious consumers across the United States to
refresh their lemon/lime soft drink options, Pepsi-Cola Company today
announced the launch of "Sierra Mist," a new, caffeine-free, lemon/lime
soda -- with a fresher lemon/lime taste.
Lemon/lime is a $6.5 billion flavor segment, capturing more than
11 percent of total US soft drink sales. Larger than the root beer, orange
and ginger ale categories combined, it is second only to cola among the
country's most popular soft drinks. On the whole, however, lemon/lime
consumers -- particularly young adults -- have not been especially brand
loyal, routinely switching from product to product in search of a taste to
call their own.
Enter Sierra Mist. In extensive focus groups and home use tests conducted
over the past nine months -- as Sierra Mist was being developed -- study
participants consistently described its taste as "fresher," "cleaner," "less
syrupy sweet" and "less harsh" than existing lemon/lime products.
"Sierra Mist will firmly establish Pepsi as a player in lemon/lime -- one
of the most broadly consumed categories of soft drinks, with deep household
penetration," says Dawn Hudson, senior vice president of strategy and
marketing for Pepsi-Cola Company. "As people seek more and more variety in
their beverage selections, Sierra Mist is a cleaner, lighter, more refreshing
choice among lemon/limes -- and another great reason to choose a Pepsi
product." And, Hudson adds: "The timing is right. As we head into the winter
holidays, perennially the biggest selling season for lemon/lime, our bottlers
and retail customers are extremely energized about Sierra Mist."
Starting this weekend, bottles and cans of Sierra Mist -- featuring
unmistakably lemon/lime graphics on a green background -- will make their way
to supermarkets, drug stores, mass merchandisers, convenience-and-gas stores
and vending machines -- virtually anywhere soft drinks are sold.
Sierra Mist's primary package mix includes 20-ounce, 24-ounce and
two-liter plastic bottles, as well as 12-ounce aluminum cans. It is also
available in cups at fountain outlets.
Sierra Mist is broadly targeted to teens and adults, with an 18-to-29-
year-old demographic bull's-eye. Aggressive introductory marketing support
includes massive sampling efforts and outdoors-oriented point-of-purchase
materials asking consumers to "experience the height of refreshment."
Dedicated TV and radio advertising will begin airing nationally in November.
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