Tapping into consumer demand for soft drinks refreshment
SOFT drinks brand Pepsi is set to tap into the rising consumer demand for caffeine-free options with its new Pepsi Max Caffeine Free 500ml bottles.
Available across retail and hospitality channels from March, the new 500ml bottle format for the drinks comes as 79% of 18-35 year old cold soft drinks shoppers are becoming more interested in caffeine-free and sugar-free cola drinks, according to Nielsen data.
To help support the new format launch, Pepsi will kick off its ‘Thirsty for More’ campaign this March in a bid to give consumers the chance to win some exclusive merchandise.
The promotion is live until 30 April across all Pepsi packs offering thousands of Pepsi-branded goodies including hoodies, hats, bags and skateboards. To take part, all shoppers needs to do is purchase a participating Pepsi pack in store or online and scan the QR code on-pack for a chance to win.
The activity will also be supported with in-store POS materials as well as displays to help bring some extra theatre to stores.
A spokesperson for parent firm Carlsberg Britvic said: “Pepsi Max Caffeine Free is the leading no sugar and no caffeine cola in the category, growing at 47% year-on-year and worth £20million in retail sales value. Caffeine Free 500ml will expand its reach – unlocking even more occasions to enjoy a cola without caffeine.”
