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Fri 1 Jun 2007 12:00 AM

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Pepsi aims for maximum appeal

Beverage producer Pepsico International has launched its newest brand, Pepsi Max, in the Middle East.

Beverage producer Pepsico International has launched its newest brand, Pepsi Max, in the Middle East.

The new brand, which is a sugar-free cola drink aimed mainly at men of 25 years age and above, is now available in Saudi Arabia, Kuwait, and UAE.

Pepsico decided to introduce the brand after completing extensive research in the region to discover what male consumers are looking for in a cola drink. The research revealed that males want a sugar-free cola but are not willing to compromise on taste, and the new product, Pepsi Max, is positioned to deliver on taste and its sugar-free status.

Pepsico started the project by testing the brand concept to see whether males in the target age group would be attracted or not, and the findings at the concept stage were encouraging. More than 80% of the target consumers liked the concept.

Following the concept stage, Pepsico carried out extensive product testing where it let males of 25 and above taste the product to make sure it delivered on their needs. In the Middle East, the research confirmed that more than 87% of people who tasted Pepsi Max confirmed they would buy it in the market place, according to PepsiCo.

The launch is being supported by a marketing campaign that includes a series of activities, events, and promotions throughout the year. Pepsi has been market leader in the region's soft drinks sector for many years.

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