TakeAway: PepsiCo has renamed and repackaged its lemon-lime soda to Sierra Mist Natural and introduced a new campaign to reflect the beverage’s more natural ingredients.
The new tagline: “The soda nature would drink if nature drank soda.” Perhaps, a bit of a stretch …
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Excerpted from Brandweek, “PepsiCo Pitches Sierra Mist Natural” By Elaine Wong,September 21, 2010
According to PepsiCo, the reformulated soda contains no preservatives or artificial flavors and is now made with real sugar instead of high fructose corn syrup.
The commercials communicate Sierra Mist Natural’s new positioning by showing a variety of “nature experts” – rocks, trees and a rainbow – craving for the product.
Major beverage companies such as PepsiCo and Coca-Cola have traditionally spent more marketing their cola brands, but now they’re turning their attention to growing consumer demand for natural products.
In fact, “natural” is a top priority when it comes to carbonated soft drinks.
The campaign aims to get the message across by positioning Sierra Mist Natural as the “hero” in each of the scenarios and using humor.
Edit by AMW
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Full Article:
http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i430e0ec60c443f0944fff88b91feabeb
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