New Products: Coke’s Remix and Pepsi’s LiveWire

Discussion
Feb 26, 2003
George Anderson

By George Anderson


Coca-Cola and Pepsi made public plans to launch new items in separate announcements yesterday.


Coke plans to launch its tropical flavored Sprite Remix in the spring. It will be initially available in 20-ounce bottles with other package sizes added throughout the summer months.


Pepsi plans to target its new orange-flavored Mountain Dew, LiveWire, to the brand’s teen and young adult consumer base. LiveWire will only be available through the summer.


Moderator’s Comment: Have the numerous line extensions
of popular soft drink brands introduced over the past couple of years been successful
in growing consumption? Where will the space come from for these new items?


Line extensions are no guarantee of success. Vanilla Coke
and Mountain Dew Code Red have been hits. Pepsi Blue has not. [George
Anderson – Moderator
]

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