ELECTRIFYING TAKEOVER: PEPSI MAKES A STRIKING BLUE SPLASH AT WING WING, LONDON

Being able to offer bold and unique flavour innovations remains vital for outlets to generate consumer excitement and engagement within the soft drinks category, particularly when enjoying meals out of home.

To help operators bring something new to their offerings this year, Pepsi disrupted the cola category once again with its stand-out, limited-edition striking blue cola launch - Pepsi Electric.

Building on the brand’s already successful flavour portfolio, Pepsi wanted to further support operators with an exciting new product development that challenges what consumers expect from a cola. Boasting a zesty, citrus taste, the launch helps operators to meet the demand for sugar-free options, without having to compromise on bold flavours and great taste.

The launch

To celebrate the launch within the foodservice channel and help operators make it an electrifying success, Pepsi brought the striking blue cola to life by taking over a chicken shop. Wing Wing in London was struck with bold Point Of Sale (POS) and electric blue decorations to create a big splash in-outlet.

Pepsi also provided free sampling for customers over the busy lunchtime period, supporting the operator in engaging with their consumers to drive footfall, sales and awareness of the launch. With taste being the biggest driver of choice for consumers choosing their cola drink, the sampling was a great opportunity for customers to try the new zero sugar flavour alongside their food selection, with the bold blue cola capturing consumer attention and encouraging trial and purchase.

Carl Kjellqvist, managing director of Wing Wing comments: “We were really pleased when Pepsi reached out to us with the opportunity of hosting their Pepsi Electric outlet takeover at our Tavistock location. We have seen first-hand that our customers have a preference for great tasting, bold limited-edition soft drinks when treating themselves to a meal out, so it was great to be able to offer free sampling of the product.

"The limited-edition flavour makes a perfect pair to our addictively crispy chicken wings, so the two together definitely got our customers talking and tasting the new Pepsi Electric flavour with our food.”

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