PepsiCo is launching 600 ml bottles of sugar free soft drinks in the UK to encourage consumers to buy healthier products. The company changes 500 ml bottles of Pepsi Max, 7Up Free and Diet Pepsi for bigger ones in April. The company’s partner Britvic will provide the new format for the mentioned drinks as well as for the Tango brand.
(The bottles from another range)
The bottles, which already are sold in Australia, India and Canada, will be new for the British market. Of course, the price of the upcoming addition will be equal to those of the regular bottles. The company is going to spend £5m on marketing campaign starting in the middle of spring. The promotion will roll out as TV, various outdoor and digital projects, as well as cash and carry promotions and giving out of three million money-off coupons.
“With this launch, we are reshaping the cola category. By offering better value on Pepsi Max and Diet Pepsi, we are shifting consumer preference and making it easier to switch from regular soft drinks to our no-sugar colas. We want to use our influence in the marketplace to encourage consumers to go for no-sugar options, as part of a healthier lifestyle,» says Garrett Quigley, CEO of Pepsi UK.