The Hindu Business Line : New look and taste for Pepsi’s ‘aam’ drink

New Delhi, April 3 Pepsi could soon launch non-orange versions of its drink Tropicana Twister, launched last year. According to PepsiCo’s Executive Director-Marketing, Ms Punita Lal, although mango, which accounts for 70 per cent of fruit drinks, and orange still drive the juice and fruit drinks business, other flavours are gaining ground. “Our mixed fruit juice is doing very well, everyone presumes it has the best of all fruits,” said Ms Lal announcing the new look, logo, and communication of Pepsi’s mango beverage Slice.

The big trend, according to Ms Lal, was the consumers’ increasing openness to experiment. “Although consumers could be talking a lot about health, they may not necessarily be walking that talk. It’s true health is a trend, but more than health it’s the trend of sampling and experimenting that’s actually more in practice. Consumers are becoming increasingly flirtatious, and want to try out different tastes,” said Ms Lal.

Introducing brand ambassador actor Ms Katrina Kaif at a press conference in the Capital, Ms Lal said “The category which is unique to India and Pakistan has seen a 30 per cent growth. Slice has been our fastest growing brand, and a lot of it has to do with the communication scale-up.”

The communication featuring Ms Kaif was targeted at the young adult, said Mr Homi Battiwala, Vice-President (Emerging categories), PepsiCo India, adding that there was no age bar for mango lovers.

The company, however, made no comments on its future plans to use Sachin Tendulkar, who currently does not feature in any of Pepsi brands’ communications. The summer months contribute 60-65 per cent to total volumes, and the season will continue to be crucial as long as beverage consumption in India is impulse driven, and not habit driven, said Ms Lal.

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