Britvic Soft Drinks has plunged the soft drinks category north of the border into chaos with the launch of Pepsi Max Ginger.
If you’re confused, you’ve every right to be, as the ginger* known as Pepsi Max made its UK debut in 1993. What’s new is the release of a Ginger-flavoured variant by the well-known ginger brand.
Pepsi Max Ginger is described as “an invigorating combination of refreshing cola and warming ginger.” It has been created for “the growing number of shoppers looking for bold, interesting new flavours, as well as great tasting refreshment.”
Containing natural ginger flavouring and no sugar, the new variant is available in 330ml single and multipack cans, 500ml, 600ml, 1.5-ltr and 2-ltr PET bottles, in both plain and pricemarked packs.
The launch will be supported by a high-spend marketing campaign, focusing on the brand’s New Taste strapline. Throughout June and July, Pepsi Max Ginger will be part of the Pepsi Max Taste Campaign on TV, outdoor and in stores. A nationwide sampling campaign will also deliver close to one million serves. POS material linked to the TV advert will be available.
Kevin McNair, Marketing Director at Britvic GB, said: “Of the 16 million people buying cola in the UK, 16% of them also buy ginger-flavoured drinks, so the opportunity Pepsi Max Ginger provides for our trade customers in the UK is huge.”
One Glaswegian soft-drinks consumer, who wished to remain anonymous, was unconvinced. “I like ginger, and I also like Ginger. However, if I wanted Ginger-flavoured ginger I’d buy Ginger Beer.”
However, McNair remained confident that the new variant will add some fizz to the cola category. “We’re looking forward to seeing how Pepsi Max Ginger helps our customers in the channel to boost their sales in the coming months,” he concluded.
One thing’s for sure. Bottles of ginger will keep flying off Scotland’s shelves no matter what.
*flavoured, sweetened carbonated water
