Pepsi plans relaunch for Diet brand

Pepsi is changing the taste and name of Diet Pepsi, using a reformulation to make it sweeter and remove the after-taste common to diet colas.

The relaunch follows the recent change to the formula of standard Pepsi in France, as exclusively revealed in Marketing Week (May 1).

The new taste had been especially created for the French market in an attempt to boost flagging sales. Pepsi spokesmen, both in the UK and US, denied similar moves would be made in other markets.

The relaunch of Pepsi Diet, as it will be called, will be backed by an advertising campaign carrying the strapline: “This is Diet?”.

Pepsi has carried out a consumer taste survey as part of its research into the new diet product. It claims that results show a 60 per cent preference over the original diet formula, as well as a 57 per cent preference over Diet Coke.

Pepsi Diet, which will be available from the end of this month, will also be given an image overhaul.

The relaunch will be supported by a 4m advertising campaign through Abbott Mead Vickers. BBDO. It will be the first time that a Pepsi commercial has been produced solely for the UK market.

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