PepsiCo announced it would roll out a new line of craft, more natural fruit-flavoured soda range called Stubborn, Beverage Digest reports. The six varieties will be available through newly designed fountain dispensing systems in the food serving outlets in some regions of the U.S. from summer.
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As part of the Futbol Now campaign, Pepsi is presenting a new music album, Pepsi Beats of the Beautiful Game, that incorporates the energy of youth culture, sports and cultural diversity. For this music project, “the largest music, film and football collaboration in the brand’s history” the legendary soda label has tapped a pool of original and unique—popular and emerging—artists from all across the globe. These 11 tracks will also be used as soundtracks and a source of inspiration for the upcoming short films by acclaimed directors.
Pepsi UK is adding a bit more adrenaline to its non-energetic drink Pepsi Max with its new online effort, The Unbelievable Channel, that is rolling out on YouTube. The campaign, which syncs with the brand’s “Live for Now” positioning, targets a younger generation of guys who love extreme sports and want more of this energy. The online channel will feature numerous videos documenting unbelievable feats and experiences delivered by Pepsi Max and the ad agency AMV BBDO.