PepsiCo international's premium cola brand "Pepsi Max' enters India

India gets set to "MAX IT' with the entry of PepsiCo's international premium cola brand-"Pepsi Max'. Pepsi Max offers consumers a great tasting Cola, with more strength, fizz, punch and an added advantage of no sugar designed for those seeking the "Maximum Kick, No Sugar' experience!

Pepsi Max, the latest addition to the Rs. 10,000 crore branded beverage market in India will be launched in a phased manner in India, starting with Delhi and NCR and will be gradually extended to other markets in the coming months. With the launch its third Cola brand, PepsiCo widens its portfolio by specifically addressing the need states of the urban young adults who are lifestyle oriented, fitness conscious, looking for a strong attitude quotient in their beverage options but are not willing to compromise on taste.

According to Punita Lal, Executive Director, Marketing, PepsiCo India, "The introduction of Pepsi Max is a defining moment for the cola industry in India. Pepsi Max is one of Brand PepsiCo greatest international success stories that has driven growth and rapidly built market share."

"With this launch, Brand Pepsi further strengthens its imagery leadership in the cola category by offering its consumers a beverage with a higher cola kick, more fizz, punch and an added advantage of "no sugar'. We are confident that with its unique, edgy imagery and unbeatable "Maximum Kick, No Sugar' experience, Pepsi Max will soon become a "cool reference brand' for young adults while heralding a new segment in the cola category leading to category expansion" she further added

Pepsi Max will be available in an iconic, cool and edgy black packaging comprising of Can and PET Packs. The 250ml Can is priced at an introductory price of Rs 15/-, the 330ml Can is priced at Rs 25/- and the 500ml PET is also priced at Rs 25/-.

"Normal is boring. I want to live a thrilling, exciting and different life but am constrained by reality"¦based on this insight, Pepsi Max targets the 25 ' 35 yr urban young adults, who want to live in a world where nothing is held back ' where everything is bigger, better and brighter!! The Pepsi Max drinker is the guy who works hard and plays harder - who believes in getting more out of every moment. He is confident, intense, gutsy, street smart, a full-on kinda guy who revels in his laugh-out-loud experiences with his mates. Pepsi Max stimulates the "Max It' generation to live each moment with intensity and live out their passions to the limit.

So while Pepsi Max's communications strategy has "intensity' at its core catering to the needs of 25+years urban young adults, Brand Pepsi leans towards "empowerment of "youth' with its "Youngistaan' Campaign.

It is now time to soak-in this new attitude!