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Starry represents PepsiCo’s latest attempt to step away from Sprite. In 1984 he introduced Slice. Storm in 1998. In 2000 Sierra Mist and Sierra Mist were born. Pepsi has tried various formulation and packaging changes for Sierra Mist over the years, with little effect.
“They changed the direction of the brand many times, changing it to All Natural Lemon Lime a few years ago and then temporarily changing the name to Mist Twist. It’s a brand we couldn’t do,” said Duane Stanford, editor of industry publication Beverage Digest.
Starry appears to be betting on rival Sprite’s success. It’s a pitch to young consumers.
Starry’s packaging of promotional materials describes it as a “purpose-driven brand built for Gen Z.”[a] A mouthful, refreshing and refreshing formula to gain share and grow the category. It says to provide.
Stanford said it likely exhibits a sweeter taste profile than the highly carbonated Sierra Mist because it’s aimed at the multicultural taste buds of younger consumers.
“They don’t want to be another candidate. They want to make sure the following,” Stanford said. “Kicking to flavor is a way to do that, and not just target a market that has already been captured.”
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