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NEW YORK Pepsi will launch its mid-calorie Pepsi Edge this weekend with ads during the Pepsi 400 auto race on Fox. The debut comes a month after Coca-Cola rolled out its new C2 beverage and a month before PepsiCo planned to unveil its own offering.
Efforts to get the reduced calorie soft drink to market were heightened thanks to pressure from Coke’s C2, which broke its campaign during the finale of American Idol.
The initial two Pepsi Edge TV spots, via Omnicom’s BBDO in New York, target men by adding humor to everyday situations.
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