PepsiCo (NYSE: PEP), is reaching for a market sector not usually attracted to diet drinks, young males, with the launch of a new product, Diet Pepsi MAX. The 'MAX' part that it hopes will appeal to this audience is additional caffeine, for that addictive buzz, along with a dash of ginseng for the psychosomatically-enervated. The drink is marketed as a pick-me-up, intended to draw on the success of energy drinks such as Red Bull among that target demographic.
The company is putting serious coin into the launch of what its hopes will become a key component of its product line. According to Advertising Age, we can expect to see $55 million worth of advertising supporting the launch, as much as triple its normal launch budget. Pepsi has also set up the de rigueur web site, www.Wakeuppeople.com, where those who never tire of marketing can indulge their thirst for it.
The campaign will use the tag line "Wake up, people," to accentuate its energizing properties. I suppose that's a better message than, "Wake up, people, you're paying a buck for a can of brown water."











Reader Comments (Page 1 of 2)
7-08-2007 @ 7:35AM
Mike Palazzolo said...
Way too sweet tasting
7-08-2007 @ 8:01AM
Barbara said...
I'm still waiting for people to wake up to the fact that they're paying $1.00+ for a bottle of water, something they could get for next to nothing from the faucet. Would also be nice if these bottled-water-toting folks would realize what they're doing to the environment by introducing all those plastic containers in to the landfills, not to mention all the natural resources used to manufacture and deliver the bottles to the store. Wake up people - you're being swindled AND you're contributing to the demise of the planet!!!
7-08-2007 @ 7:41AM
Vincent said...
I've tried the product, not necessarily because it had additional caffeine (I'm a 51-year-old male, decidedly not the target demographic) -- in fact, I bought it off the shelf, before exposure to any advertising -- but because I'm a Pepsi One drinker and I wanted to try out this latest release in the Pepsi line. Thankfully, it tastes more like Pepsi One than the rather bland Diet Pepsi, and the addition of ginseng is a nice touch, too. It will probably succeed Mountain Dew and Jolt as the de rigueur soda of college students pulling all-nighters.
7-08-2007 @ 7:44AM
ReneeLiberty said...
I have enjoyed Diet Pepsi for over 30 years - I only drink it or nothing. I tried the Max and was pleasantly surprised - it was not bad. Sweeter than Diet Pepsi but not half as sweet as Pepsi. I felt the boost in energy and I did not get a sugar headache. I wish I could find it in the store near me to have on hand on those days I need a lift.
7-08-2007 @ 8:15AM
SOPHIA said...
LOVED IT!
7-08-2007 @ 8:24AM
Freda said...
My response to Barbara - What does this have to do with bottled water???? Anyway, I look forward to trying the new Pepsi product!
7-08-2007 @ 9:31AM
dude said...
How do you figure it's a buck a can? I just bought 5 12 packs for $11 Let's do the math shall we? 5 x 12 = 60.... so $11 divided by 60 = 18 cents a can. Unless you are buying it out of an expensive vending machine it won't cost anywhere near a buck. I recycle all my cans so you tree hugger types don't need to worry about me throwing all that aluminum away.
7-08-2007 @ 9:10AM
Stef said...
I now have TWO faves. Diet Pepsi Max and my fave of 25 years, Diet Pepsi. Max is great. I love the taste and the extra lift. Keep up the good work.
7-08-2007 @ 9:24AM
John said...
25 or 30 years of drinking diet soda and you're still alive? guess you should be celebrating that you've made it to try the new diet Pepsi
7-08-2007 @ 9:26AM
Steve said...
It's a can of chemicals. Pure poison. Only a complete fool would drink this stuff. Might as well drink Drano and get the suicide over with quicker.
7-08-2007 @ 10:47AM
Carol said...
I've been a Tab addict for about 25 years and I have to say Pespsi Max could replace it.
7-08-2007 @ 9:36AM
Susan said...
I've always drank Diet Coke. I found Diet Pepsi way to sweet. But, when I tried Diet Pepsi Max I was surprised that it's really good tasting. Then I went to try Diet Coke Plus to compare to Diet Pepsi Max and still prefered Diet Pepsi Max.
7-09-2007 @ 7:42AM
Chester Borland said...
This comment for John:I don't drink diet soda but, apparently it must not be too harmful. there are a whole lot of people who drink 4 to 5 cans of this stuff every day,have for 30 years or so, and they're still alive.
7-08-2007 @ 9:49AM
Gin said...
I know John was serious when he stated that you might as well drink Drano as a can of Diet Pepsi Max, but it gave me a good laugh. Now that I have finished reading the comments and typed mine, I am going to go get a can of Diet Pepsi Max out of the fridge.
7-08-2007 @ 9:49AM
Pam Waskom said...
I tried it and loved it!! Taste better than the regular diet pepsi and it did give me a normal uplifting feeling not like some of the other energy drinks out there that leave you with a caffine shakeing feeling
7-08-2007 @ 10:14AM
JUDITH STEWART said...
I HAVE BEEN DRINKING DIET DRINKS SUCH AS DIET COKE,DIET DR PEPPER, AND DIET PEPSI. I LIKE ALL OF THEM BUT WHEN I STARTED DRINKING DIET PEPSI MAX IT IS REALLY GOOD AND GAVE ME A BOOST OF ENERGY.
JUDITH
7-08-2007 @ 10:32AM
Florence ST,Rose said...
My comment is not to hurt, but to add fact. The sweeter is made from paint thinner thet you thin out paint from and it put hole in your brain. Just request a transcrip from trinty on channer seven and find out for your self. Nutul Sweet that is what they called it. But is is death in a can. Please change to Stevia. It is safe and all natural in it. Nothing to harm you because it is pressed out of a plant. People are Suffering every day from things they put in our food to make it taste good. You dont have to believe me, but please take care of your self. You only have one life.
7-08-2007 @ 10:29AM
Brenda said...
I haven't tried this stuff but I also have been drinking diet pepsi (recently switched to caffeine free) for the past 25 or so years and I'm also still alive. Guess I might try the new diet pepsi. As to the comment about water (Barbara), some of us have tap water that tastes like crap. I buy bottled water and I do not pay $1.00+ per bottle. I buy the 24 pack of 20 oz. bottles for $3.88 equals roughly 17 cents a piece. I'm sorry for the earth too but these bottles can be recycled.
7-08-2007 @ 10:49AM
Dale said...
There is a reason why Pepsi is #2...Coca Cola is a global icon. Their recent purchase of Glaceau and potential ownership of Snapple will give Pepsi the "jitters". Coke has invested in proven entities while Pepsi spends tons of money on gimmick beverages. Five years from now the gap between #1 and #2 will be even wider.
7-08-2007 @ 12:33PM
Ron said...
Freda, if you look at the main paragraph, you can see where Tom wrote "Wake up, people, you're paying a buck for a can of brown water." That's where the water comments come from. "Dude", no one said anyone was paying a buck for a can, they are talking about buying 20 oz. bottles which cost over a dollar at any convenience store. It should also be noted that Walgreens had Pepsi on sale a week ago "Buy 4-12 packs of Pepsi products for $11, get a 12 pack of Pepsi Max for free".
Florence, please use spell & grammar checks because I can't understand what you are saying.