PURCHASE, N.Y. – August 5, 2004 – Capitalizing on the success of its first limited-time soft-drink offering, Mountain Dew LiveWire, Pepsi-Cola North America today announced that it will launch two new soft drinks this year for brief, “in-and-out” plays. The first, Mountain Dew Pitch Black, will launch in late August and stay on store shelves through Halloween. Then, just in time for the holidays, Pepsi Holiday Spice will hit stores November 1 for an eight-week appearance through the end of the year.
@@img1 Both products come at a time when consumers are seeking variety. More than half of all soft-drink buyers purchase six or more different brands and more than 80% of soft-drink buyers purchase three or more brands.
Don’t Be Afraid of the Dark
Mountain Dew Pitch Black combines the great taste of Mountain Dew with a blast of black grape flavor. It follows in the footsteps of Mountain Dew LiveWire, which grew the Mountain Dew trademark more than 10% during its inaugural six-month run in 2003. Building on that successful strategy, Mountain Dew Pitch Black will capitalize on excitement leading up to Halloween with a shorter, 10-week on-shelf stretch beginning August 21.
In addition to Mountain Dew Pitch Black’s spooky package graphics and in-store displays, a theatre commercial – parodying “B” horror movies – will support the new brand in 4,000 movie theatres. Additional marketing support includes an Internet “Dewsletter” and product sampling at General Growth Properties malls and at this week’s ESPN X Games in Los Angeles. Mountain Dew Pitch Black will be available in 20-oz bottles, 2-liter bottles and 12-packs of 12-ounce cans.
Spice up the Holidays
Just in time for the holidays, Pepsi will launch Pepsi Holiday Spice – Pepsi-Cola with a spicy finish of ginger and cinnamon – to give consumers a new seasonal treat during a time of celebration. Testing revealed that the spice concept fits with Pepsi’s image as “new,” “different,” and “innovative,” while the flavors have a strong connection with cola. Featuring nostalgic package graphics, Pepsi Holiday Spice will be available in the U.S. for an eight-week period (November 1 – December 31) in 20-ounce bottles, 2-liter bottles and 12-packs of 12-ounce cans.
“People like new products – they’re much more interested in variety nowadays than they were just a few years ago,” said Dave Burwick, SVP and chief marketing officer of Pepsi-Cola North America. “By introducing new flavors for a short period of time, then taking them away, we’re meeting the wants and needs of soft-drink consumers while playing directly to their purchasing patterns.”
Purchase, N.Y.-based Pepsi-Cola North America (www.pepsi.com) is the $4 billion refreshment beverage unit of PepsiCo Inc. in the United States and Canada. Its U.S. brands include Pepsi, Diet Pepsi, Pepsi Edge, Pepsi ONE, Wild Cherry Pepsi, Pepsi Twist, Pepsi Vanilla, Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Mug, Slice, Aquafina, Dole single-serve juices, Tropicana Juice Drinks and SoBe. The company also makes and markets North America’s best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks.