Why Pepsi is stepping on the gas with Wild Cherry campaign

Wild Cherry Pepsi debuted in 1988 and represents about 1% of the soft-drink category, but PepsiCo has launched an aggressive marketing campaign for the flavor, including TV, digital, mobile and radio. The move comes as Wild Cherry Pepsi grew by 2.9% in 2013, amid a 3% fall for the overall soft-drink category. "When you see that kind of sunshine, you have to step on the gas. It was an opportunity to coordinate a full media-to-shelf marketing plan," said Lou Arbetter, the company's senior director of marketing.

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