New Delhi, Monday, 2nd August 2010: India gets set to ‘MAX IT’ with the entry of PepsiCo’s international premium cola brand-‘Pepsi Max’. Pepsi Max offers consumers a great tasting Cola, with more strength, fizz, punch and an added advantage of no sugar designed for those seeking the ‘Maximum Kick, No Sugar’ experience!
Pepsi Max, the latest addition to the Rs. 10,000 crore branded beverage market in India will be launched in a phased manner in India, starting with Delhi and NCR and will be gradually extended to other markets in the coming months. With the launch its third Cola brand, PepsiCo widens its portfolio by specifically addressing the need states of the urban - young adults who are lifestyle oriented, fitness conscious, looking for a strong attitude quotient in their beverage options but are not willing to compromise on taste.
According to Ms Punita Lal, Executive Director, Marketing, PepsiCo India, “The introduction of Pepsi Max is a defining moment for the cola industry in India. Pepsi Max is one of Brand PepsiCo greatest international success stories that has driven growth and rapidly built market share.”
“With this launch, Brand Pepsi further strengthens its imagery leadership in the cola category by offering its consumers a beverage with a higher cola kick, more fizz, punch and an added advantage of ‘no sugar’. We are confident that with its unique, edgy imagery and unbeatable ‘Maximum Kick, No Sugar’ experience, Pepsi Max will soon become a ‘cool reference brand’ for young adults while heralding a new segment in the cola category leading to category expansion” she further added
Pepsi Max will be available in an iconic, cool and edgy black packaging comprising of Can and PET Packs. The 250ml Can is priced at an introductory price of Rs 15/-, the 330ml Can is priced at Rs 25/- and the 500ml PET is also priced at Rs 25/-.
“Normal is boring. I want to live a thrilling, exciting and different life but am constrained by reality”…based on this insight, Pepsi Max targets the 25 – 35 yr urban young adults, who want to live in a world where nothing is held back – where everything is bigger, better and brighter!! The Pepsi Max drinker is the guy who works hard and plays harder - who believes in getting more out of every moment. He is confident, intense, gutsy, street smart, a full-on kinda guy who revels in his laugh-out-loud experiences with his mates. Pepsi Max stimulates the ‘Max It’ generation to live each moment with intensity and live out their passions to the limit.
So while Pepsi Max’s communications strategy has ‘intensity’ at its core catering to the needs of 25+years urban young adults, Brand Pepsi leans towards ‘empowerment of ‘youth’ with its ‘Youngistaan’ Campaign.
The Pepsi Max launch will be supported by a 360 degree plan with ‘disruption’ at its core. Consumers will be greeted by a larger-than-life outdoor campaign comprising of building wraps as well as huge Pepsi Max bottles and other ‘spectaculars’ visible at high traffic zones and youth hangouts. In addition to in-store activation, experiential sampling will be given a whole new meaning, with exclusive mobile bars in high visibility areas like multiplexes and malls allowing consumers to interact with bartenders through a never seen before sampling exercise. This approach will also extend to social media domain with innovative plans to engage the core target group online.
Pepsi Max was unveiled for the first time in UK and Italy in 1993 post which it has been successfully introduced in 40 countries around the world stimulating young adults to live life to the MAX.
It is now time to soak-in this new attitude!
PepsiCo entered India in 1989 and has grown to become the country’s largest food and beverage business. One of the largest multinational investors in the country with an investment of over $1 billion, PepsiCo India has built an expansive beverage and snack food business supported by 36 beverage bottling plants, (13 company & 23 franchisee owned) and 3 food plants. Our state-of-the-art manufacturing plants produce a range of products from treats to healthy eats that deliver joy as well as nutrition to the consumers. PepsiCo India’s extensive portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker and young but immensely popular and fast growing brands such as Nimbooz and Aliva.
PepsiCo India's employees are driven by the company’s global commitment to sustainable growth, Performance with Purpose (PWP), which works on four planks of replenishing water, partnering with farmers, waste to wealth and healthy kids. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business in the PepsiCo global system to achieve ‘Positive Water Balance’ (PWB), a fact validated by Deloitte Consulting. For more details on PWB and PWP, please visit http://www.pepsiindia.co.in/CSR/replenishingwater.aspx
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit www.pepsico.com.
Vice-President - Corporate Communications, PepsiCo
Gitanjali Sabikhi/ Radhika Sharda
Genesis Burson - Marsteller Mob:+09810266667