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Here today, gone tomorrow… maybe. That’s the marketing message PepsiCo is sending with its latest push for Pepsi Throwback, which, unlike the original version of Pepsi, is made with real sugar.
PepsiCo first introduced Pepsi Throwback in December 2009, supported by an NFL-focused TV campaign from TBWA\Chiat\Day. The product was on shelves through February of this year. Then in July, PepsiCo reintroduced Pepsi Throwback for another limited release through September, this time, with little fanfare or marketing, said Amy Wirtanen, director of Pepsi marketing.
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