MAKE A CRISP AND REFRESHING DEBUT
“The Force” will be with the new flavored colas in-store
while the “Lime Guys” hit the airwaves
PURCHASE, N.Y., May 3 – The crisp and refreshing taste of lime comes alive in Pepsi Lime and Diet Pepsi Lime, a pair of colas now making their national debut. Pepsi Lime and Diet Pepsi Lime will be available in 20-oz. bottles, 2-liter bottles, and 12-packs and 24-packs of 12-ounce cans wherever Pepsi products are sold. Full national distribution is expected by Memorial Day.
“Lime is more popular than ever in all types of food and beverage categories,” said Katie Lacey, vice president of carbonated soft drinks for Pepsi-Cola North America. “It’s a flavor that is seen as fun, exciting and active – a description that fits the Pepsi-Cola brand to a tee.”
Two 15-second television spots from BBDO New York featuring a pair of friendly, animated lime characters – informally known as the “Lime Guys” – will run on an array of television outlets beginning next week and will be accompanied by an internet marketing campaign. The brands’ websites, www.pepsilime.com and www.dietpepsilime.com, also debut today and soon will include a vacation sweepstakes and interactive video game.
While the Pepsi-Cola bottling system is doing the heavy lifting to get the new colas to market, Pepsi is going a step further and calling on “The Force” to be with Pepsi Lime and Diet Pepsi Lime in advance of the Memorial Day weekend.
The result will be a rollout of galactic proportions that ties into Pepsi’s exclusive beverage sponsorship of Star Wars: Episode III Revenge of the Sith, opening nationwide May 19.
Pepsi Lime will be a part of the “Call Upon Yoda” instant-win sweepstakes, in which Pepsi drinkers and Star Wars fans have three ways to play – online, by phone, or by text messaging – to see if they’ve won one of ten $100,000 grand prizes.
“Launching Pepsi Lime and Diet Pepsi Lime together should give the flavored-cola category a full measure of incremental growth,” Lacey explained. “More and more, consumers seek a change of pace, and our pair of limes is anything but ordinary.”
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, Diet Mountain Dew, Mountain Dew Code Red, Mountain Dew LiveWire, Sierra Mist, Sierra Mist Free, 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.