Aug
07
Diet Pepsi's Playbook for Aspartame-Free Launch Includes NFL
Posted in: Uncategorized
Are you ready for some football? And aspartame-free Diet Pepsi?
PepsiCo hopes that consumers answer yes to both of those questions, as it uses its National Football League sponsorship to help launch the reformulated soda.
The brand announced plans to remove the much-maligned aspartame sweetener in April and replace it with sucralose combined with acesulfame potassium, known as Ace-K. But cans and bottles won’t start hitting stores until Monday. With football season around the corner, much of the marketing plugging the new version will take advantage of the marketer’s pricey NFL sponsorship.
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