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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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