New Pepsi more popular than Pepsi
Published:Friday | August 26, 2011 | 12:00 AM
Pepsi Cola Jamaica, which saw sales of the carbonated soft drink increased by 12 per cent since it introduced Pepsi Bubbla on the local market two months ago, said it would allow consumers to determine whether it kills the larger product.
"We always allow the customers to determine what we do as a brand, so we will wait and see what they want," said Carlo Redwood, head of marketing for Pepsi Cola Jamaica, in response to a question by the Financial Gleaner as to whether the other product would be phased out over time.
Pepsi Bubbla was rolled out towards the end of June, this year in a new 500ml bottle and at the lower retail price of $50. It is lightweight and has a slender grip, and is sold alongside the 591ml Pepsi, which retails for between $70 and $80.
Redwood said they have seen growth in all Pepsi variants since the launch, but Bubbla has grown significantly.
"We know from research that money was tight for our consumers so we expected consumers to react positively, but the added excitement that the Bubbla campaign has created is more than we anticipated," he said. As a result, sales volumes have been exceeded by about 10 per cent.
The only distinguishing feature of Bubbla is the new shape of the bottle and the lower price.
Redwood said Pepsi in the new bottle is also sold in a few South American markets.