No calorie cola makes debut
PETALING JAYA: As consumers become more health conscious, they seek healthier beverage options but still look forward to the satisfaction derived from a cold, refreshing soft drink.
An innovative drink has been launched to meet consumers’ thirst for healthier options, built on consumers’ changing sentiments towards the consumption of flavoured carbonated soft drinks.
Cola lovers can now indulge in their favourite beverage without the guilt as the world-renowned cola-flavoured thirst-quencher has come up with an all new Pepsi.
It promises to be a zero-calorie product without compromising on the cola taste. The new Pepsi does not compromise on taste and maintains the exact flavour.
Etika Sdn Bhd Marketing vice-president Santharuban T. Sundaram said, “Advances in research and technology has allowed for the creation of an unparalleled recipe and formula that keeps Pepsi delicious, providing a future when consumers can experience great cola taste with no calories.”
The new campaign tagline “Drink the Future Now” was coined to represent how Pepsi really is the taste from the future.
Igniting a futuristic approach to its creative campaign, Etika and PepsiCo planned an out-of-the-box interactive advertising concept to increase the new product’s awareness, exclusive to Malaysia.
The first wave saw multiple gigantic billboards placed at different sites across the Klang Valley, along with product awareness blitz through radio commercials, television commercials, toll booth visuals, digital billboards, live endorsements on radio, in-store promotions as well as cinema advertising emphasising on futuristic concepts.
Etika erected a huge outdoor display at Wisma Damansara in Jalan Semantan, Kuala Lumpur, that alerted Pepsi fans of the new Pepsi.
The display had a countdown timer and featured a descending chiller, filled with bottles of Pepsi Black that was lowered a few metres each day until the launch on March 30.
On the day itself, an exciting lineup of activities were held at Wisma Damansara when the countdown reached zero and everyone had a chance to try out the new Pepsi Black.
The campaign also included oneof-its-kind creative advertisements in The Star, exclusively for Star readers in the Klang Valley.
Limited copies of The Star will carry either an LCD or soundchip that will narrate or broadcast a story on futuristic concepts. Peel off the sticker from the LCD to watch the video. The LCD is rechargeable, so it can be charged to resume its function if it does not play the content at the start.
“We are excited to be collaborating with The Star to bring the future to Malaysians today.”
The new Pepsi is sold in a 320ml can, 1.5L and 400ml PET bottles at all major retailers.