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Pepsi pitching Fire and Ice to win back young consumers.
Byline: Nondhanada Intarakomalyasut
Dec. 2--Pepsi bottler Serm Suk Plc is introducing two new flavours -- Pepsi Fire and Pepsi Ice -- to attract young consumers and arrest sagging demand for cola.
Thailand was chosen by PepsiCo International as the first market for the innovative twin-cola concept. Cola beverages have been losing ground locally to other soft drinks as well as other beverages such as juices and teas.
Charlie Jitcharoongphorn, marketing director of Pepsi-Cola (Thai) Trading, said Pepsi Fire and Ice represented a revolutionary marketing concept that was expected to create a double impact.
The company is spending 90 ...
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- Pepsi pitching Fire and Ice to win back young consumers.
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Source: HighBeam Research, Pepsi pitching Fire and Ice to win back young consumers.