Pepsi is looking to disrupt the cola category with the launch of a new, limited-edition blue cola called Pepsi Electric.
Following a rebrand earlier this year and longstanding flavour innovation within the market, the new launch aims to challenge what consumers expect from a cola – boasting a zesty, citrus taste with a striking blue liquid, available in 500ml bottle format for 12 months across the convenience, wholesale and grocery channels.
The new product development is also sugar-free, designed to enable retailers to cater to growing preferences for zero-sugar soft drink options.
As the number one soft drinks category, worth £5.9bn, the brand noted that cola presents a significant opportunity for retailers to maximise sales. However, with taste being the biggest driver of choice for consumers choosing their cola drink, shoppers are said to be continuously on the lookout for new flavours, particularly Generation Z shoppers. As a result, Pepsi believes that recruiting Gen-Z into the category remains crucial to futureproofing cola sales, with flavours over-indexing in younger generations.
Ben Parker, Britvic Retail Commercial Director in Great Britain, said: “Pepsi Electric embodies shopper preferences for fresh, special edition flavours while incorporating the unmissable vibrant blue cola liquid, which will grab shopper attention at shelf and capture the next generation.
“Tying in with Pepsi’s Thirsty for More campaign, the pack design echoes the electric blue and black of the recent logo rebrand, alongside the signature Pepsi pulse – bringing the brand to life, ensuring consumer recognition and encouraging shoppers to make the most of this limited-edition flavour. Pepsi Electric is set to help retailers increase basket spend and tap into the flavoured cola segment, a market which is growing three times faster than unflavoured cola.”
Pepsi Electric will be rolling out across convenience this month and will then be available in the grocery and wholesale channels from 17th June. The 500ml PET has a manufacturer’s suggested retail price of £1.99 and the launch will be supported by a widespread marketing campaign, including out-of-home advertising, PR, digital and social media.
NAM Implications:
- As with any new idea, the critical test is repeat sale.
- And tying it to the brand leader combines courage and risk.
- All carefully factored in by Pepsico.
- We can all learn from this…
