Pepsi is upping the ante in two categories—clear lime and cloudy lemon —which were left largely unattended last summer. The company is giving its low-profile clear lime brand 7Up a facelift with the launch of a new national advertising campaign. In the cloudy lemon category, Pepsi hopes to take the lead by launching 200 ml bottles of Mirinda Lemon at Rs 6 in Delhi, today.
Pepsi’s two-series television commercial, which breaks today, aims to position the 7Up brand as ‘cool’ and a happening brand. According to industry sources, the advertising push for the brand is coming after a gap of over two years. Pepsi’s decision not to push the rather insignificant category aggressively till now was understandable since the clear lime segment has been largely stagnant.
The category accounts for a meagre five per cent of the Rs 5,500 crore carbonated soft drinks market. About 80 per cent of the total sales of this category come from Tamil Nadu, Kerela, Karnataka and Andhra Pradesh.
On the other hand, Sprite, Coca-Cola’s brand in the category, on account of being heavily advertised brand —its believed to have spent over Rs 10 crore last year—has begun to grab a slice of the market in the north as well.
Source: Financial Express