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."
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Reader Comments (Page 2 of 2)
7-08-2007 @ 11:13AM
Arlene said...
The first time I drank it I found myself in the bathroom putting my hair up to wash my face as I usually do..the next thing I know is I am cleaning the whole bathroom from top to bottom...the shower tile, the back of the toilet, the kitty litter pans, the sink drank..the whole nine yards. I totally forgot to wash my face! I attribute this to the ingredients that gave me the extra boost. BUT the next day when I had some, I experienced heart racing, etc and that was all it took to make me stop drinking it.
7-08-2007 @ 11:14AM
Arlene said...
Oops..I meant 'drain' not 'drank'!!!
7-08-2007 @ 11:35AM
Danielle said...
Dale, actually, PepsiCo is number 1 whereas Coca-Cola is number 2 in the snacking industry. While in the beverage industry, yes, Coke outsells Pepsi, PepsiCo has invested in Frito-Lay company which makes the company far more lucrative and profitable than Coca-Cola.
7-08-2007 @ 12:13PM
thetfordcenter1 said...
Do any of you know how terrible artificial sweeteners are for you?
There are over 70 horrible side effects they can have, including brain tumors, black outs, depression, and much much more. Much of the Aspartame converts (in the body) into nasty chemicals, including METHANOL ALCOHOL that is proven to be a major poison (used in windsheild wiper fluids and anti freeze) that can cause blindness and death.
The flouride added to the water these "soft drink" manufacturers use just makes things even worse.
Did you know that the flouride cities and companies use in the water is: CREOSOOT FROM COAL BURNING PLANTS! They literally take the black goop from the filters (that prevent poisons from entering the air), and sell it to these people to add to water.
Flouride does not whiten teeth, it causes a disease that makes brittle parts of your bones (including teeth) that turn whitish and shatter easily.
PEOPLE ARE DIAGNOSED WITH THESE HORRIBLE SYMPTOMS EVERY DAY, AND DIE EVERY DAY. THEY ARE COMMON, ESPECIALLY TO FREQUENT USERS.
Wake up, people, your being brain washed into poisoning your body.
Go buy a copy of "Politcally Incorrect Nutrition" and see how terrible you are treating yourself.
If you let your loved ones drink flouride and artifical sweeteners, you are KILLING THEM.
7-08-2007 @ 12:24PM
noexistanz said...
I tried this because I had no clue it had extra boost of energy in it. No where on the front did it say contains ginsing or extra caffine...so I got it. Got home had a glass and thought wow this is great. Then it was time to go to sleep....I was up till 3am wondering why in the hell I couldnt sleep!! Realized it was the Pepsi Max. Now I just drink it in the day...not evening!
7-08-2007 @ 12:32PM
terriann92610 said...
These comments are interesting. I haven't yet found any Diet Pepsi MAX but when I do, I will definitely buy it. I drink Diet Pepsi, and when I need a lift, a sugar-free Red Bull. It would be great to have a .17-cents diet soda energy lift instead of the $2.49 for Red Bull.
7-08-2007 @ 12:47PM
TEASY said...
MOST PEOPLE DO NOT REALIZE WHAT GOES INTO TAP WATER OR WHERE IT COMES FROM. TAP WATER CAN COME FROM RESERVOIRS WHERE IT IS STORED AFTER BEING RECLAIMED FROM WASTE WATER PLANTS. THE CITY THEN ADDS CHLORINE DIRECTIONALLY PROPORTIONAL TO THE EXPECTED 'BIOLOAD'. THAT IS BACTERIA ETC... THE CITY IS NOT ALWAYS RIGHT AND SOMETIMES THERE IS MORE BACTERIA THAN YOU THINK. I WORKED FOR PEPSI IN THEIR LABORITORIES TESTING THE AQUAFINA PRODUCT AND THE PROCESSING WATER PLANTS. YOU WOULD NOT BELIEVE THE AMOUNT OF CHLORINE AND GARBAGE WE WOULD REMOVE FROM THE 'REGULAR CITY TAP WATER' I'LL NEVER DRINK WATER STRAIGHT FROM THE TAP AGAIN AND NEITHER WOULD ANYONE WHO KNOWS WHAT IT REALLY IS.
7-08-2007 @ 1:13PM
mj said...
I drink diet soda because I'm a diabetic, and I refuse to stop drinking soda. I'm strict about everything else, but I don't drink or smoke, and soda is my one vice. I think the Max has an aftertaste that isn't pleasant. My daughter had a major heartburn attack after drinking it. I'll stick to diet Pepsi Jazz, or diet Dr. Pepper.
7-08-2007 @ 1:19PM
Jessica Landwehr said...
I have tried Diet Pepsi Max and being an avid diet pepsi drinker because I can't have sugar I thought it was good. It does have a sweet taste but not as bad as regular Pepsi. And as for the extra caffeine it's not that much.
7-08-2007 @ 1:25PM
Jennifer said...
I would just like to warn Diabetics who may try this new Pepsi Max. My husband, who is a diabetic, started drinking 2-3 bottles a day for the past 2 weeks, and he got very disoriented and started having trouble with his vision. His blood pressure went up as well as his blood sugar. Please, be very careful when drinking this!
7-08-2007 @ 1:30PM
Tetchia said...
Its NOT calorie-free!!!
7-08-2007 @ 1:46PM
suzie said...
I started drinking Max 2 weeks ago and have given up my Earl Grey tea in the morning for it.
I love this product!!!!
7-08-2007 @ 2:34PM
Demitra said...
My comment is for Barbara. "demise of the planet" ?Oh please, give me a break. This planet has been around for billions of years. It has survived ice ages, glaciers, asteroids, meteors, etc... You have delusions of grandeur if you think that your Diet Pepsi cans will have any effect on it whatsoever. Humans are so less than a blink in the life of this planet. It will one day shake us off like a bad case of fleas and keep right on rolling along.
7-08-2007 @ 2:46PM
Dr. Chad Smith said...
Here are the following Warnings when any of you are drinking 'DIET' beverages:
Aspartame is a Synthetic that breaks down above 86 degrees F. into Wood Alcohol and Formeldahyde. (Aver. internal body Temperature is 98.5 degrees F.)
Aspartame is BANNED in France, Germany, Japan, Switzerland, etc. Because it is a known Carcinogenic, they have Diet Beverage Companies use STEVIA (for which is a natural Zero Calorie sweetner).
Aspartame 'Daily Drinkers' will develop Arthritis like symptoms, Auto Immune Disorders, etc. (4 + Months of continous usage). Army & Air Force Pilots are Banned from Drinking "Diet" Beverages due to the FACT that it Causes 'Seizures in the Cockpit'!
The Gulf War Syndrome was caused by Aspartame in Diet Soft Drinks given freely to the Soldiers that remained in the Desert Heat!
The human body can not digest Aspartame and can not recognize the Difference between Sugar-over-Aspartme. Thus the Human will sill pump out the extra Insulin as if it were Sugar.
The 'Phosphoric Acid' shall Decay your Tooth Enamel as well as other Acids in other beverages. Phosphoric Acid produces so called "Acid Reflux Disease" when consumed on a regular basis. Just think of every person you know that is on 'Prevacid'.
The Acid is replacing your body's Acids, thus your body becomes accustomed to this and stops producing the amount of Acids to digest the food that you eat. Prevacid cancels all remaining acids, then your body's Natural Emergency System kicks in to FLOOD Your Stomach with """ACIDS""", thus your Heartburn Disappears until the next time you Eat 'non-acidic' Foods.
The rest of the ingredients I think everyone can now figure out by now the results (Dangers) of Consuming any Diet Beverage like Pepsi Max, etc!
I myself stay away from any Aspartame / Splenda flavored Beverages for over 4 years now.
It is ultimatly the consumer's CHOICE to drink these POSIONOUS laced Beverages. My question is: why continue to spend money on Cancer causing, Poisonous Beverages while making others Richer in the process??!
Did you not know?
Is it based on TASTE?
Well I Hope everyone can make their own personally right decision, armed with these facts! Good Luck and Happy Drinking!!
7-08-2007 @ 7:40PM
robert seaton said...
Drink this, or ANY soda,and find out why we are
getting to be a nation of fat asses,with rotting teeth,and osteoporosis.ALL this stuff is crap.!!!!
7-08-2007 @ 9:12PM
talia said...
Just a warning..... After the first can of Pepsi Max I drank, I broke out in hives & a rash the next day. Because it happened the next day, I didn't know what could have caused it. It kept getting worse and I was put on prednisone. It started to clear up. Then I bought another 12 pack of Pepsi Max and 30 mins. after drinking the first can it started again. Hives and/or itchy red rash is typical of a reaction to ginseng, which Pepsi Max contains. I threw away the rest of the 12 pack and I've been fine.
7-09-2007 @ 12:57AM
Paula said...
I accidentally bought a Diet Pepsi Max a couple of months ago and didn't realize it until I tasted it that I had something different than my usual diet pepsi. I thought it tasted horrible. I had no idea what the Max was supposed to be for, but thought at the time that maybe it was short for Maximum Sugar because it was waaaay too sweet. I'm glad to finally know what the Max is for!