Cola Giant Makes Light Of Four Letter Word
Monday 26 July, 2004
Cola giant makes light of four letter word
What's in a name? Plenty when it comes to 'life balance' apparently.
So much so, research shows the word 'diet' now has negative connotations for a significant proportion of the population.
And that's why Pepsi has replaced the four letter word on the livery of its popular Diet Pepsi product - it is now called Pepsi Light.
Consumer research conducted by Pepsi found that the term 'diet' is closely associated with feelings of guilt and self-deprivation.
"It's simply old-fashioned," says Pepsi's Jessica Johns. "Life-balance is the focus of the new millennium and our research shows that people feel weighed down by the word diet."
While the cosmetics may have seen the light, the contents remain unchanged.
Pepsi Light is the same light-tasting, sugar-free cola as before, but with a new look, name, packaging and attitude that better reflects the contemporary consumer.
Pepsi Light is in store now.
Issued for Pepsi by Pead PR