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Suntory Beverage & Food Limited (SBF) announces the nationwide launch of a new line up in Pepsi, the “Pepsi Strong” brand. The zero calorie version, Pepsi Strong Zero, and the regular version, Pepsi Strong, will hit stores on June 16th (Tuesday).

A common characteristic among many colas and carbonated drinks is their pleasant, refreshing sensation. This characteristic has made such drinks popular among consumers for many years. However, alongside the recent proliferation of CSDs with high concentrated fruit juice and carbonated mineral water, consumers have become more selective. Many consumers now select products based on their particular characteristics and values, and according to the settings in which they will be consumed.
In view of these circumstances, SBF decided to maximize cola’s unique selling point, which is its “Strong Impact” that provides refreshment and relieves stress during a busy day of work, and develop a new line up “Pepsi Strong” to suit consumers’ needs. The resultant brand, Pepsi Strong, achieves “Pepsi’s Strongest Impact,” in other words, it provides refreshment through strong carbonation and strong caffeine.

●Launch of Pepsi Strong Zero

On top of its basic flavor design and unique selling point: “Strong Impact” –  Refreshment through Strong Carbonation and Strong Caffeine, Pepsi Strong Zero delivers a crisp taste with a careful balance of spices. The packaging features the basic black key note, which is associated with zero calorie colas, and the Pepsi logo accompanied with the words “Strong Zero,” which emphasizes the newness of the brand and will be intuitively associated with “Strong Impact” that provides refreshment.

●Launch of Pepsi Strong

Pepsi Strong features the basic flavor design and unique selling point: “Strong Impact” – Refreshment through Strong Carbonation and Strong Caffeine. In addition, Pepsi Strong has the great taste of a regular cola, and achieves a great balance between sweetness and drinkability. The packaging features the blue Pepsi background, and the Pepsi Logo accompanied with the word “Strong” which emphasizes the newness of the brand, and will be intuitively associated with “Strong Impact” that provides refreshment.

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Upon the launch of Pepsi Strong Zero, we will conduct an advertising campaign to invigorate the cola market. Specifically, we will invest in a television commercial, advertisements on public transport, and web-based advertising.

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▼Product overview

* We plan to market Pepsi Strong 430 ml PET bottles via vending machines

▼Region        Nationwide

▼Pepsi website (Japanese only)
　　http://pepsi.co.jp/