Pepsi is getting ready to kick off some new spots for Sierra Mist in an effort to get some more market share in the un-cola market. They intend to use about half of the airtime purchased during the Super Bowl to air two 30 second commercials which started airing nationally (US) on Wednesday. Three more spots will come later.
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"PepsiCo is betting the campaign will transform Sierra Mist into "a major trademark along with Pepsi and Mountain Dew," says Cie Nicholson, Pepsi's vice president of flavored soft drinks. "We plan to be day one on the map." No new carbonated-soft-drink trademark launched in the past 30 years has been a big success, excluding brand extensions such as Diet Coke."