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PEPSICO KILLS PEPSI EDGE

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.

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PEPSICO KILLS PEPSI EDGE

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

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

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

  4. 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

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

  6. 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

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

  8. Sources • http://www.adage.com/news.cms?newsId=45071 • www.pepsiedge.com • www.pepsi.com • www.cocacola.com

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