Pepsico International's newest brand Pepsi Max has hit retail outlets throughout Saudi Arabia, Kuwait, and UAE as part of the year's biggest launch of a carbonated soft drink in the GCC. The innovative new brand comes on to the market as a result of extensive research in the region to discover what male consumers are looking for in a cola drink.
Market researches revealed that males want a sugar-free cola but are not willing to compromise on taste, and this is exactly what Pepsico has been able to fulfil. The answer to the research findings is “Pepsi Max”, a brand that delivers on both ultimate Cola taste but with NO Sugar.
When Pepsico first embarked on the project, it started with testing the brand concept first to see whether males will be attracted or not, and the findings at the concept stage were very encouraging. More than 80% of the target consumers liked the concept of the full taste of Cola without sugar and saw its uniqueness and value. Conclusion was purchase intentions would be very high.
Following the concept stage, Pepsico carried out extensive product testing where it let 25 years plus males taste the product to make sure it delivers on their needs and here it was confirmed that target consumers like it; more than 87% of those tasted Pepsi Max confirmed they will buy it once in the market place.
Having the above in mind and capitalizing on the worldwide success of the brand especially in Europe where it is considered one of the leading carbonated soft drink brands, Pepsico decided to launch Max in the GCC with the expectations that it would perform even more remarkably in this part of the world.
The Pepsi Max launch is being supported by an innovative marketing program which includes a series of activities, events, and promotions throughout the year to create maximum consumer awareness and trial.
This is all good news for the GCC markets, where Pepsi has been the best-selling soft drink for generations. Now 25 year old males can cool off with sugar-free Pepsi Max while still enjoying the same great Pepsi taste.
