Pepsi Eyes New Cola Launch; BBDO Gets Nod

Pepsi-Cola Co. is eyeing the launch of a new product for the summer of 2000 called
Pepsi Twist, sources said.
The lemon-flavored cola will come in regular and diet versions and will be available for a limited time only, said sources. Copy on the can reads: “The great taste of Pepsi with a twist of lemon.”
Advertising duties are expected to be handled by BBDO in New York, the client’s longtime lead agency. The shop declined comment; the client could not be reached at press time.
Print material already in the works touts the “light, crisp taste” of the new Pepsi flavor.
The material features a glass of Pepsi that overflows when lemon is added, said sources. The splash image is similar to one now in Coca-Cola Classic’s new “Enjoy” campaign.
Twist is a reincarnation of Pepsi Light, a product introduced in 1976. In 1983, Pepsi ran a memorable ad for Light: Shot in a football locker room, it featured singing and dancing linemen of the New York Giants, who sang about their hatred for halfbacks and quarterbacks. “But we love Pepsi Light,” the chunky players bellowed.
Another chirped: “That little touch of lemon makes it taste so right.”
The spot was part of a $10 million repositioning of Light that attempted to gain a share of the male consumer market.
When Pepsi launched Pepsi One, it spent $75 million from October 1998 to July 1999.
Marketing efforts for Twist will be aimed at a broad audience, from youngsters to older adults, sources said. Early print material, said sources, shows “warm and fuzzy” portraits of people enjoying good times and Pepsi Twist.