Pepsi favors sampling over ads for fruit drink

Thompson, Stephanie
January 2000
Advertising Age;1/24/2000, Vol. 71 Issue 4, p8
Trade Publication
The article reports on the marketing strategies adopted by Pepsi-Cola Co. to launch FruitWorks, a line of fruit-flavored beverages, in the U.S. in January 2000. The company will rely on sampling, event marketing and a Web site to introduce the fruit drinks to teens and young adults. Pepsi likely will use strategically place television advertising to reach teens and young adults as early as this spring. Pepsi will use the theme, FruitWorks lets you make your mark. The tag is meant to convey the unique personality for the line of fruit drinks, positioned as lighter and less sweet than competitor Fruitopia and simpler than the often herbal-fortified remedies SoBe offers.


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