BRANDS ON THE VERGE

Pepsi Makes its Blast from the Past Permanent

Expect to see more ads of girls with Farrah Fawcett-like hair, bell bottoms, and other 70s images, as Pepsi’s throwback soft drink containing real sugar in retro cans has become a permanent addition to Pepsi’s products. In early 2009, Pepsi released a limited batch of Pepsi brand soft drinks toting real sugar and not high fructose corn syrup–sugar’s substitute beginning in the 1980s largely due to the tariffs imposed on sugar. During this time most soft drink manufacturers switched to a less costly high fructose corn syrup, which has been linked to several health problems.

The 2009 release of Pepsi Throwback saw strong sales, resulting in another run later that same year and then a third release in 2010. Last month Pepsi announced that Pepsi Throwback and Mountain Dew Throwback are here to stay. The brand outreach strategy for these products includes a Facebook page where fans can upload Pepsi-drinking and 70s and 80s-era images and a Twitter page devoted to Pepsi and 70s and 80s nostalgia. The Throwback Facebook page includes a conduct code for users that manages to be direct without being heavy-handed.   Read more.

This entry was published on 04/13/2011 at 3:35 pm. It’s filed under All Posts, Corporations, Marketing, Mass Market, Social Media and tagged , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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