The Pepsi family is striking out left and right with its marketing efforts this year. From the widely panned logo redesign and "Refresh Everything" campaign that doesn't make a whole lot of sense, comes a repositioning of the Diet Pepsi Max product. During the 2008 Superbowl, the product was introduced with a call to "Wake Up People!" During the 2009 Superbowl, the new repositioning that targets "manly men" ages 25-39 was introduced with the "I'm Good" commercial.
What makes the product different from Diet Pepsi is added ginseng and more caffeine. And according to the product description on Pepsi's website: It’s a crisp, refreshingly delicious zero-calorie cola that helps wake up your mind and body! And now, the product comes in black packaging that looks like a carbon copy of Coke Zero. The Pepsi Max team is popping up at summer festivals, nightclubs, and car shows with the "Fantasy World" trailer, hoping that vampy women dancing in a see through cage, free poker games, and free samples will increase sales.
