Drinking wars have always been fierce between rival Coca-Cola (IS) – Get a free report and PepsiCo (ENERGY) – Get a free report. But they’re making waves this year now more than ever, with Pepsi reformulating its sugar-free soda to taste less diet (and promoting it well before Super Bowl LVII) and Molson Coors. (TOP) – Get a free report introducing their very own zero-proof canned fizzy drink.
It can seem like every time you go to the grocery store or gas station there’s a new drink on the shelf. Emerging beverages loved by Generation Z (the age demographic born after 1997) love new fizzy drinks like Poppi, a healthy probiotic soda with lively branding. No wonder Poppi is now worth billions.
But PepsiCo has had less luck targeting a younger generation with what previously worked in the majors. It’s well known that Gen Z drinks less soda, and the big beverage conglomerates are working to steer clear of less sensible brands that use words like “diet.”
PepsiCo thinks it has the answer for non-soda drinkers
If the thought of drinking a caramel-colored, high-caffeine fizzy soda doesn’t appeal, PepsiCo has the solution for you.
In early January, PepsiCo introduced a new drink called Starry, which will be aimed at the less soda-enthusiastic crowd. The new drink will be a carbonated lemon-lime drink with a mission.
Starry comes complete with bold, brightly colored packaging with bold lettering and a lemon/lime graphic image. It will be aimed specifically at that flighty Gen Z cohort, with PepsiCo stating that Starry is on a “purpose-driven” mission. Other promotional materials claim the drink it is “bright, optimistic, and rooted in culture and fun,” and will take “key steps forward on sustainability,” which is something Gen Z cares deeply about.
Their tagline, “Starry hits different”, also has unique approval from Generation Z.
Starry (not Sprite, not Slice, not Storm, and definitely not Sierra Mist), will introduce “a cool, refreshing formula with a bite to win, share, and grow the category,” according to PepsiCo. promotional brand. Basically, he’s meant to be a sprite slayer.
What’s going on with PepsiCo’s Sierra Mist Soda?
PepsiCo also expects the drink to replace its doomed Sierra Mist soda, which has lagged in sales and only gets about 0.1% of the dollar share.
Of course, this largely depends on it tasting and looking distinctly different from Sierra Mist. It certainly looks different.
And when it comes to flavor… “it has more intense citrus flavors that are true to the fruit and more aromatic, providing a more balanced, clean and crisp finish than Sierra Mist.”
We believe that the sales will speak for themselves. Starry will be available wherever you buy soda in January.
