Josh Duhamel Wants to Share a Diet Pepsi With You in New Spot

Undercover Josh Duhamel Takes Diet Pepsi to Top of Viral Chart

via http://adage.com

Diet Pepsi's latest celebrity campaign, with Josh Duhamel as an irresponsible grocery employee, earned the top spot in the world of viral video. In the ad, Mr. Duhamel is halfheartedly undercover as he operates the grocery check-out line; sometimes he poses with fans, and sometimes he shrugs as shoppers say, "you should be an actor!" His antics, which include throwing customers' produce across the store and grocery cart-racing, racked up 2.3 million views with an effort from Weber Shandwick, with director P.R. Brown and Bau-Da Design.

It has become part of Pepsi's trademark strategy to capture consumer attention through celebrity videos. Recent Diet Pepsi spots included Sofia Vergara and David Beckham. In a similar vein, PepsiMAX's strategy is to take sports celebrities such as Jeff Gordon and Kyrie Irving deep undercover and shock the people they come across. In Mr. Irving's spot "Uncle Drew" last year, Pepsi MAX dressed the NBA star to look like a tubby, 60-year-old geezer who then shocked 20-somethings in a neighborhood basketball court by out-performing them.

Fast Chat: Diet Pepsi's Amy Spiridakis on Bringing Style to Soda Cans

via http://www.adweek.com
Soda giant busy re-shaping bottles and cans, partnering with Target

PepsiCo was unusually busy on the packaging front last week, unveiling a new shapefor Pepsi bottles and announcing limited-edition Diet Pepsi 7.5-ounce cans designed by HGTV star Vern Yip. While the Diet Pepsi mini-cans are available in eight packs for the next couple of months, more importantly, they are defined by a stylish, blue-and-grey print look that features an animated depiction of a peacock.

"This Vern Yip-designed can is perfect to inspire our consumers and give them a bubbly time-out," explained Amy Spiridakis, director of marketing for Diet Pepsi. "As we are in the spring timeframe, where people are really thinking about entertaining and going to gatherings, it seems like the perfect package."

Spiridakis chatted with Adweek this week about packaging strategies, as well as her brand's female-focused "Love Every Sip" 2013 campaign. She also dished on an upcoming program Diet Pepsi is running with Target next month.

Adweek: Since other names were surely thrown around, why did you choose Vern Yip for this initiative?

Amy Spiridakis: First and foremost, he's a beloved personality by our consumers. With his expansive history on TV, he's a designer who really thinks about the consumer, her love of her home and her love of design in general. So he does a great job of focusing on design, but in a way that highlights our product—instead of overshadowing it.

How integral is packaging in the way a brand is perceived?

Packaging is an incredibly important touch point. It really is the consumer's experience with the product—holding the package is critical. I think the Vern Yip design is yet another example of how Pepsi wants to elevate the role of packaging with its products. For Diet Pepsi, this package really connects with the "Love Every Sip" message....It's a fun design, with the color palette that Vern selected.

Does packaging actually affect soda sales?

Definitely. What sits on the shelf draws the consumer's eye. As they look at what brands they have to choose from, [packaging] is definitely a lever that will drive their considerations.

Is there a trend in the beverage industry in terms of giving creative control over to media stars like Pepsi did with Beyoncé Knowles and Diet Pepsi with Vern Yip?

Pepsi has a history of partnering with entertainers in different verticals, whether designers like Vern or musicians like Beyoncé. We really look for those personalities that bring style to consumers and who are very approachable.

Why the peacock for this limited-edition run?

It does a great job of representing confidence, vibrancy, positivity, energy and strength, which are all attributes of our Diet Pepsi consumer. We think it really fits in well with her lifestyle.

Outside of female, can you describe the rest of the demographic for this can design and the larger "Love Every Sip" effort?

It's targeted at females who love home design. It's not so pinpointed around a demo but more a mindset that focuses on enjoying being around others. The home is their anchor point. In May, Target will actually run an exclusive program where consumers who buy Diet Pepsi will get a set of six coasters that have the Vern Yip design printed on them.

BREAKING COMPETITIVE ALERT!

A spot for Diet Pepsi was shown at the Grammys as well featuring Sofia Vergara.

Diet Pepsi Testing New Mix of Artificial Sweeteners

Diet Pepsi is tweaking its formula to stay sweet a little longer.

PepsiCo Inc. is testing new artificial sweeteners that let the soda keep its taste for a longer period of time. The problem is that the current sweetener used in the soda – aspartame – loses its potency faster than high fructose corn syrup, the sweetener that's used in most regular sodas.

A person with knowledge of the situation says the company had considered importing versions of Diet Pepsi sold in other countries to the U.S. But now it's testing other sweetener mixes, with a new version set to come out as soon as next year.

The new version will use the same formula that creates Diet Pepsi's overall taste, according to the person, who requested anonymity because she wasn't authorized to speak publicly. But it will use a mix of artificial sweeteners, including acesulfame-potassium, or ace-K, that has a longer shelf life.
Aspartame on its own is more sensitive to heat, which is a problem when sodas are sitting in trucks or waiting to be shipped to retailers.

In an e-mailed statement, PepsiCo said that it's "always looking at ways to provide the best consumer experience," but that it has no plans to change the taste formula of Diet Pepsi.

It's not the first time PepsiCo is tweaking a diet soft drink. The company, based in Purchase, N.Y., made a similar switch to its Diet Mountain Dew in 2006. The Coca-Cola Co. tweaked the sweetener used Diet Sprite in 2000.

By blending artificial sweeteners, companies create a "synergistic effect" that prolongs the sweetener's potency, said John Sicher, publisher of the industry tracker Beverage Digest.

PepsiCo's latest tinkering comes as an increasing number of diet drinks have come on the market. Coca-Cola in 2005 introduced its Coke Zero, which is intended to taste more like the original Coke. Pepsi followed up two years alter with Pepsi Max. But Pepsi Max hasn't performed as strongly as Coke Zero.

After losing market share to Coke in recent years, PepsiCo is looking to bolster its flagship soda brand this year. The company is significantly boosting advertising for Pepsi, which two years ago was edged out by Diet Coke as the No. 2 soda in the country. Coke remains No. 1.

Diet Pepsi ranks as No. 7, according to Beverage Digest, and its sales volume last year was about half that of Diet Coke,.

A spokesman for Coca-Cola, Scott Williamson, said there are no changes planned for Diet Coke, which still uses only aspartame as a sweetener.

The U.S. Food and Drug Administration approved ace-K for use in 1998. It is often used in combination with other artificial sweeteners, according to the Center for Science in the Public Interest, a food safety advocacy group. The sweetener is used in a wide range of foods, including baked goods, chewing gum and gelatin desserts, as well as diet soft drinks.

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Girls Just Want to Have Fun!! (Diet Pepsi 'Fun Report' Results)

PepsiCo Releases Results of Diet Pepsi Fun Report

Women have a thirst for fun and a love affair with flair, according to a new Diet Pepsi survey. The Diet Pepsi Fun Report reveals that nearly three-quarters of women (72 percent) are literally craving more fun in their lives, while 56 percent believe that adding more flair (e.g., great shoes, bright lipsticks, trendy accessories) brings more fun. To help quench that thirst and quell that craving, Diet Pepsi is launching the Sip in Style Sweepstakes.

From now through September 22, Diet Pepsi fans can enter for the chance to win prizes big and small at www.DietPepsi.com. From lipsticks and refreshing fizz to a once in a lifetime fun-filled experience, including a wardrobe makeover by Sofia Vergara’ s personal stylist along with a $1,000 shopping spree in New York City, the opportunities for fun, fizz and flair abound at DietPepsi.com.

“No one should have to work so hard to add more fun into their lives,” said Sofia Vergara. “That’s why I’m happy to help Diet Pepsi bubble up the fun for women everywhere.”

Highlights from the Diet Pepsi Report:

• Women in the West edge out the rest when it comes to fun. Thirty-seven percent of women in the West say they have just enough fun each day, compared to 34 percent of those in the Northeast, 29 percent in the Midwest and 28 percent in the South.
• Women in the Northeast and Midwest crave even more fun than most. Seventy-six of women in the Northeast and 76 percent of women in the Midwest crave fun, while 70 percent of those in the West and 68 percent of those in the South crave fun.
• Women in the South are more likely to instigate fun. Fifteen percent of women in the South say that when it comes to fun, they are instigators, compared to 12 percent of those in the West that say they are instigators and 9 percent each in the Northeast and Midwest.
• Fun or Fiction? If you’re reading a social media post from a woman who lives in the Northeast, it’s hard to know if she’s really having fun, since 33 percent report sharing fictionalized fun. Having fun with a co-worker? Don’t count on it. Sixty-five percent of women reported that they pretend to have fun at a work event or activity.
• Want fun? Add flair. When women are looking to dial up the fun they most often turn to jewelry (45 percent), followed by great shoes (27 percent) and bright lipstick or gloss (18 percent).

“This survey confirms what Diet Pepsi has known all along; women are craving a little more fun in their lives,” said Angelique Krembs, vice president, TM Pepsi Marketing. “Diet Pepsi is encouraging women everywhere to take a much needed break and add a little refreshing fun to their day!”

For more information on the Sip in Style Sweepstakes, fun seekers can visitDietPepsi.com, Facebook.com/DietPepsi or Tweet Diet Pepsi on Twitter @dietpepsi #fizz.

About The Diet Pepsi Fun Report

This survey was executed by KRC Research on behalf of Diet Pepsi and Weber Shandwick. KRC conducted a total of 500 interviews among women ages 25+ in the US. All interviews were conducted online between August 7 and 9, 2012.

Source

Sofia Vergara in new Diet Pepsi ads

Name of Company/Competitor: Diet Pepsi
Name of Campaign/Spot: Diet Pepsi: Dance   
Date Launched: 1/12/12
Description: Sofia Vergara stars in a new Diet Pepsi spot proving once again that whatever Lola wants, Lola gets. Sofia must think on her feet, using her wit and charm to dance her way across a crowded Miami club to reach her goal -- a refreshing can of Diet Pepsi.
Media Details: TV



Notable statistics: 87,000 views in one week
Notable news: Sultry Vergara ditches Becks in Pepsi Ad

Summer Time is Pepsi Time: Santa Dancing

Name of Company/Competitor: Pepsi
Name of Campaign/Spot: Summer Time is Pepsi Time: Santa Dancing    
Date Launched: 7/1/2011
Description: Santa is enjoying a Pepsi, instead of Coca Cola,  on vacation saying "Summer Time is Pepsi Time".
Media Details: TV

Summer Time is Pepsi Time: Uncle Teddy

Name of Company/Competitor: Pepsi
Name of Campaign/Spot: Summer Time is Pepsi Time: Uncle Teddy     
Date Launched: 7/1/2011
Description: Uncle Teddy, the Polar Bear, is drinking Pepsi on his yacht shouting "Summer Time is Pepsi Time".
Media Details: TV

Diet Pepsi - Beckham Tweet

Name of Company/Competitor: Diet Pepsi
Name of Campaign/Spot: Beach Treat
Date Launched: 4/11/2011
Description: While relaxing on a hot beach, Sophia Vergara decides she wants a cold Diet Pepsi, but the line is too long. She sends out a tweet claiming that she sees David Beckham at the pier. The crowd disperses. Vergara is able to freely order a Diet Pepsi and moves back to her seat. Suddenly David Beckham appears next to her questioning the commotion by the pier. She is speechless.
Media Details: TV

Unbelievable David Beckham

Name of Company/Competitor: Diet Pepsi
Name of Campaign/Spot: Unbelievable David Beckham
Date Launched: 4/11/2011
Description: While on the beach in California shooting a commercial for Diet Pepsi, David Beckham shows why he's the world's most famous soccer player.
Media Details: YouTube Channel

Diet Pepsi - Get the Skinny

·         Name of Company/Competitor: Diet Pepsi

·         Name of Campaign/Spot: Get the Skinny

·         Date Launched: 2/18/2011

·         Description: Diet Pepsi took Fashion week by store with a partnership with Betsey Johnson to launch the new Skinny sized can. The sleek new can is meant to be the perfect compliment to today's most stylish looks, and Johnson is the pinnacle of trendsetting fashion.

·         Media Details: YouTube Channel

Pepsi Gets Flak For New 'Skinny' Diet Soda Can

The new ‘skinny’ can that Pepsi equates as fashionable and beautiful, is not being received as intended. Many are criticizing the brand for developing such a narrowly defined version of ‘beautiful’ which may offend many customers.

Read Article Here

Pepsi to release new ‘skinny can’

Pepsi believes that a soda can has the capability to personify an individual. Through their new ‘skinny can’, Pepsi hopes to allure confident women with a celebration of beautiful. While the old model can will remain, the new ‘skinny can’ is meant to display the current style of fashion.

Read Article Here

Diet Pepsi - Yo Sumo

Name of Company/Competitor: Diet Pepsi
Name of Campaign/Spot: Yo Sumo (I count)
Date Launched: 3/21/2010
Type of Media: Online
Description: This online effort targeted young third generation Hispanics. The website Pepsiyosumo.com invited users to tell their stories and build a network within Diet Pepsi. Yo Sumo means 'I count'. Their slogan: 'Let's go beyond being counted and begin to count.'
Media Details: Website, Banner Ads, Billboards, http://www.pepsiyosumo.com/