Pepsi One, created specifically for the US market, delivers the ideal offering for consumers who want a great cola taste wth only one calorie. The brand's unique blend of sweeteners (aspartame and acesulfame-potassium) and specially developed flavors deliver the great cola taste. Sleek silver packaging graphics communicate the brand's bold positioning.
"Anyone who used to think they were compromising taste by dinking a diet soda will be blown away by the great new taste of Pepsi One," said Phil Marineau, President and CEO, Pepsi-Cola North America. "Pepsi One will redefine the image of diet colas and revolutionize the entire soft drink market."
The company said Pepsi One has generated high scores in recent consumer tests. Nearly 70% of consumers who tried Pepsi One in an extensive home-use test said they would most likely purchase the product again.
Pepsi plans to roll out the brand nationally in the fall, supporting the launch with an aggressive marketing and advertising campaign that will include print advertising, point-of-purchase merchandising and massive sampling efforts. A television and radio campaign will hit the airwaves in November.
In addition to being used in beverages around the world, Sunett is used in products such as chewing gum, candies, baked goods, refrigerated desserts and dessert mixes. US consumers were first introduced to the sweetener in 1988 when it received FDA approval for use in tabletop sweeteners. Since then, the FDA approved its use as an ingredient in six other food categories.
Already popular in Europe, the crossover is known as the "pack that fits both sides of you" because it features a patented full-suspension cross-carrying system not available in tradtional backpack styles. The line provides perfect carrying comfort, optimum stability and a greater range of motion during physical activity. The crossover backpack line comes in seven different styles designed for a variety of activities including school, work, snowboarding, mountain biking, and inline skating.
Designed for ages three to ten, the Sports 4 Kids product line features inline skates, protective gear, hockey, golf and baseball sets. The products are endorsed by NHL hockey star, Wayne Gretzky. Said John Egart, First Team Sports' President and CEO, "The Sports 4 Kids product line was developed to introduce kids to their first skating and sports experience. As 50% of all inline skate purchases are from the youth category, this is a very natural and synergistic product extension for First Team Sports."
Participating FINA locations are using ZAP APP electronic point-of-sale equipment, like an ATM, to transmit cardholder/applicant information to FINA's card processing center automatically. This new system enables the company to have FINA cards in customers' hands in as little as seven business days.
ZAP APP eliminates much of the delay and financial exposure distributors sometimes encounter. The new system is virtually "paperless." The system also reduces distributor charge-backs due to incomplete forms, as well as mutliple-card-use fraud.
The service is being supported with television and radio advertising, as well as pump toppers and banners that are designed to promote FINA's competitive card conversions. FINA, Inc., through its subsidiaries, engages in crude oil and natural gas exploration and production and natural gas marketing.
The new product line includes Louisiana shrimp, white and lump crabmeat, whole and smoked oysters and whole baby clams. The company's primary objective is to inform consumers that canned seafood can be just as delicious as its refrigerated or frozen counterparts, with greater convenience and versatility. The canned specialty seafood category is smaller in size than the refrigerated and frozen seafood categories, and carries a perception among consumers that it cannot compare in quality to refrigerated or frozen products.
The marketing campaign features television and radio advertising in selected markets, as well as coupons for the new products on Bumble Bee tuna labels. Bumble Bee is sponsoring a national recipe contest through its in-store magazine, "The Latest Buzzz," as well as recipe contests in food sections of daily newspapers around the country.
John Stiker, Director of Marketing for Bumble Bee, said, "To our knowledge, this is the first time anyone has tried to build the specialty seafood category through advertising. Our campaign encourages consumers to `Bee Gourmet' and `Bee Tasty' by providing recipes such as shrimp fettuccini, crab salad, oyster dip and clam chowder. These outstanding products fit perfectly with the campaign, further supporting our message that for great quality seafood, `It's Gotta Be Bumble Bee."
The crops used to produce American Growers Foods' products have all been Certified Chemical-Free by Farmers Research & Development, a non-profit agricultural research firm, in Dakota dunes, S.D. The first five products introduced by American Growers Foods are based on corn: Corn Flakes, Corn Muffin Mix, Hot Corn Cereal, Cornmeal and Corn Flour. The company is scheduled to introduce an additional 36 products in a couple of months, based on wheat, oats and rye, which will be harvested within that time frame.
"Consumer confidence in the foods they eat is as low as it has ever been," said Bill Lashmett, Company spokesperson. "That confidence must be restored. The American Growers Foods label will be their assurance that they are serving the highest quality foods available. That is our mission and our commitment."
Cicchelli joined Maybelline in 1997 as Director of Marketing for the lip and nail categories. She previously served from 1990-1997 at Clairol where she worked in hair color and hair care.
UPSHOT has projected 1998 revenues of $35 million and is reported profitable. It is a fast growing creative boutique agency that has become a leader in the promotion marketing industry with its strategic focus and creative edge.
Lou Weisbach, HA-LO's President and Chief Executive Officer, said, "We are excited about the acquisition of UPSHOT, one of the nation's fastest growing promotion marketing agencies. This acquisition is an important strategic step in enhancing our ability to bring leading edge brand promotion marketing and dynamic creative ideas to our clients."