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Marketing Research - Diet Pepsi

Autor:   •  March 8, 2011  •  Case Study  •  284 Words (2 Pages)  •  2,095 Views

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Diet Pepsi is a low-calorie carbonated cola, introduced in 1964 as a variant of Pepsi-Cola with no sugar.[1] Its current formula in the United States contains only the artificial sweetener aspartame. The current Canadian formulation contains both aspartame (124 mg/355 ml) and acesulfame potassium (32 mg/355 ml)[citation needed]. Pepsi does not list on its United States labeling the exact amount of aspartame/Nutrasweet present.

In some European countries, Diet Pepsi is known as Pepsi Light. This is not to be confused with an earlier U.S product of the same name which was essentially 1970s Diet Pepsi with lemon flavoring.

Diet Pepsi contains 35 mg/12 fl oz. of caffeine as listed on its can. Another version is available without caffeine. Additional variations of Diet Pepsi have been introduced over the years, wherein other flavors (such as wild cherry, vanilla, lemon, and lime) have been added to the cola. Their availability and brand identification vary by country.

Diet Pepsi's current slogan is "Light.Crisp.Refreshing."

In October 2008, Pepsi announced it would be redesigning its logo and re-branding many of its products. Pepsi, Diet Pepsi and Pepsi Max use all lower-case fonts for name brands, Mountain Dew is now labeled "Mtn Dew," and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red globe trademark became a series of "smiles," with the central white band arcing at different angles depending on the product. The new imagery has started to be used. In the case of Diet Pepsi, the logo has a small "smile", while the new lower-case font used on Pepsi's products are reminiscent of the font used in Diet Pepsi's logo from the 1960s to the mid-1980s. In 2010, Diet Pepsi began using the medium-sized "smile" on the logo.

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