Product Positioning
Recent UK/Australia Pepsi Max television advertisements have featured the taglines "Maximum taste, no sugar" and "Don't worry, there's no sugar." Some have incorporated extreme sports and video games such as Motocross Mania in an attempt to appeal to young men (in contrast to other diet cola drinks, which tend to target young women). The British advertising campaign involved retouched versions of the American "Do the Dew" commercials for Mountain Dew ( Called Mountain Dew Energy in the UK ), rebranded as "Live life to the Max".
Coca-Cola Zero, a sugar-free cola from the Coca-Cola Company, is marketed in a similar manner. In the UK some Coke Zero advertising alluded to Pepsi Max, leading to a robust counter-campaign by Pepsi directly extolling the virtues of the concept of "maximum" over that of "zero."
| Name | Definition |
|---|---|
| Citron Citron Vert | Lemon and Lime flavor; sold in France. |
| Twist | Lemon and lime flavor; sold in the United Kingdom and Argentina, and in the United States lemon flavor. |
| Cease Fire | Lime flavor; sold in North America and Australia, which was cross-promoted with the 3rd Degree Burn flavor of Doritos (Sold as Citrus Freeze in the UK). |
| Punch | Ginger and Cinnamon flavor; sold in the UK during Christmas 2005. Similar to Pepsi Holiday Spice. |
| Cino | Coffee flavor; briefly sold in Europe. |
| Cool Lemon | Lemon flavor; sold in Europe. |
| Chill | Apple flavor; sold in Sweden and Finland (limited edition, summer 2007). |
| Mojo | Mint and lime flavor; sold in Finland (limited edition, 2008). Also sold in Denmark until August 2009. |
| Cherry | Cherry flavor; Sold in the UK from 2011. |
| Citrus Freeze | Lime flavor; sold in the UK — marketed alongside Doritos Jalapeño Fire flavor crisps as part of a 2011 promotion, that is similar to the earlier Cease Fire promotion in the US and Australia. |
In early 2005, Pepsi ONE was revised, with Splenda brand sucralose replacing the aspartame ingredient.
Read more about this topic: Pepsi Max
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