PEPSICO KILLS PEPSI EDGE By: Kate MacArthur Presented By: Kali Jackson.

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Presentation transcript:

PEPSICO KILLS PEPSI EDGE By: Kate MacArthur Presented By: Kali Jackson

What is Pepsi Edge? 50% less sugar, calories, and carbs Full flavor Reward yourself slogan

“Mid Calorie Cola” Killed after 1 year Controversy before launch Mushy middle- Rival C2

What Pepsi Learned 0%-100% calorie content Received credit for being innovative 60% of consumers are “dual users” Relaunched Pepsi One to appeal to men Final blow for Pepsi Edge

Pepsi One 1 calorie Original Pepsi taste 0 sugar 0 carbs Masculine label??

The Rival- Coke’s C2 Not ready to pull the plug Sold 25 million cases in 2004 in the U.S. 3 times the 8.6 million cases of Pepsi Edge Parade of diet line targeting younger consumers

Coke Zero Launching case study June 20 “everybody chill” theme Sponsoring events Very extensive marketing campaign

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