Sierra Mist – New product launch


PepsiCo entered the lemon-lime CSD market in 2003 with Sierra Mist.  With a clean and refreshing taste profile, Sierra Mist appealed to lemon-lime users ready for category innovation.  We helped introduce the Sierra Mist brand to test market consumers by managing consumer and retail sampling efforts, developing channel specific promotions, and creating direct mail initiatives which married high-value trial coupons with retailer club card home mailing events.
 

Results: Sierra Mist captured a 15% share of the lemon-lime CSD category and is now a successful brand with national distribution.