Pepsi takes new 'Twist' on Cola

The new innovative addition to the Pepsi product range, is expected to capture significant market share, as there is nothing to compare on the shelves of supermarkets and cold stores.

Talal El Khalil, Pepsi-Cola International's Marketing Director says Pepsi Twist is a 'drink for all seasons' and for all ages and tastes.

"Consumers have been telling us they're looking for something extra in their soft drink options," he said. "We know that across the Gulf more people prefer the taste of Pepsi. With Pepsi Twist, we're growing the refreshment possibilities while focusing on the bigger picture of expanding flavour variety among colas."

The Gulf is one of only a handful of markets around the world where customers are able to experience the exciting new taste of Pepsi Twist. The new flavour made its regional debut in Saudi Arabia just a few weeks ago where it has already met with tremendous consumer response, boosting total Pepsi trademark volume, display inventory and awareness.

"Pepsi brands have continually shown that they have the ability to connect with consumers almost anywhere in the world. And the trend is clear that customers want great tasting drinks that are convenient to buy and consume," adds El Khalil.. "We are therefore confident that excellent response enjoyed in Saudi Arabia will be reflected in the other GCC markets,"

Pepsi Twist is the latest innovation in soft drinks from Pepsi-Cola International's research laboratories Valhala, USA, which has been responsible for a wide range of exciting new flavoured drinks.

"This kind of innovative approach is not new to PCI the international division of PepsiCo which is the premium refreshment beverage company and the world's #1 maker and marketer of branded juices," adds El Khalil. "The trend is therefore clear and global, PepsiCo benefits from an increasingly global portfolio that consists of several brands the largest of which are: Pepsi, Mountain Dew, Mirinda, 7UP, Gatorade and Tropicana Pure Premium."

PepsiCo already has a strong position in many markets around the world. In beverage, specifically it is either number one or two in some 60 countries. In the Middle East Pepsi-Cola is the number one soft drink by far. PepsiCo's marketplace experience, technical expertise and innovation capabilities reflect its market leadership.

Pepsi Twist is being distributed in single serve and family packages wherever Pepsi products are sold.

Dedicated humorous television commercials, created by Pepsi's longtime advertising agency, Impact BBDO, along with point-of-purchase ads will support the launch. The TV commercial introduces the Pepsi Twist Hero who tells consumers 'You've got to try it!'

El Khalil expects the Pepsi Twist hero to become a highly recognised character over the coming months, as he makes a name for himself by interrupting all manner of events such as football matches and television programmes in order to tell everyone about this great new Pepsi product.

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