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Invigorating Cola with Ginseng and More
Caffeine Hits Shelves this Week
PURCHASE,
N.Y. – June 2007 – Americans are tired of
being tired. According to a new survey
commissioned by Diet Pepsi MAX, an
invigorating zero-calorie cola with ginseng
and more caffeine, 84 percent of Americans1
experience a daily “afternoon slump.”
They're also having a tough time being
discreet about it. More than half of
respondents admit to yawning up to five times
a day and another 86 percent believe that
those yawns are contagious. Diet Pepsi MAX,
which arrives on store shelves nationwide this
week, plans to do something about it.
“It's
evident that Americans are tired and could use
an extra kick to help get them through the
day,” said Russell Weiner, VP, Colas,
Pepsi-Cola North America. “Diet Pepsi MAX
was designed to offer a great-tasting solution
with a unique formula that invigorates the
mind and body, preventing those ill-timed
yawns from taking over.”
The
yawn is the focus of the advertising and
marketing that supports Diet Pepsi MAX. The TV
ads, created by BBDO New York, debut
nationally today. The :15 and :30 spots,
featuring the tag line, "Wake Up,
People!," illustrate how Diet Pepsi MAX
“stops the yawn,” which can adversely
affect both everyday activities and important
moments, such as a job interview, a football
game or even a wedding.
Additionally,
Diet Pepsi MAX has launched a Web site,
www.WakeUpPeople.com, which features a
“Yawn-a-Thon,” offering a humorous take on
telethons. The site also provides the option
to send a celebrity wake-up call to a friend
from Ben Stein. The site was created by Tribal
DDB.
Diet
Pepsi MAX Survey
According to the survey commissioned by Diet
Pepsi MAX (a national consumer poll of 1,102
adults conducted by Harris Interactive),
one-third of Americans (31 percent) blame the
workplace as the reason for their exhaustion.
But America is also transforming the cause
into the solution, because half of all survey
respondents have caught someone asleep on the
job, while 28 percent have confessed to
falling asleep at work themselves. The most
popular ways respondents overcome their slumps
at work include walking around the office (58
percent) and consuming caffeinated beverages
(52 percent). The survey also revealed the
following:
•
About one in five respondents (18 percent) has
faked a yawn to get out of a conversation
• Nearly one in ten (8 percent) Americans
has yawned while on a job interview
• Half (50 percent) of respondents say
they've caught someone sleeping at work
• 54 percent of working Americans say they
would take a nap at work to reinvigorate
themselves in the afternoon if given
permission by their supervisor
• One-third (32 percent) have admitted to
yawning on a date
• Nearly one in ten (9 percent) Americans
has had a bug fly into their mouth while
yawning
Additional
survey findings are available upon request.
Available
in 20-ounce bottles, two-liter bottles, and
12-packs of 12-ounce cans, Diet Pepsi MAX is
sweetened with a blend of aspartame and
acesulfame potassium. Diet Pepsi MAX joins
Pepsi-Cola North America's wide portfolio of
13 colas that includes caffeine-free, diet and
flavored versions. The national rollout is
supported by a full slate of advertising,
marketing and in-store activity.
About
Pepsi-Cola North America
Purchase, N.Y.-based Pepsi-Cola North America
(www.pepsi.com) is the refreshment beverage
unit of PepsiCo, Inc., in the United States
and Canada. Its U.S. brands include Pepsi,
Mountain Dew, Aquafina, Sierra Mist, IZZE,
SoBe, Mug, Tropicana Twister Soda, Tropicana
Juice Drinks, Dole and Ocean Spray
single-serve juices. The company also makes
and markets North America's best-selling
ready-to-drink iced teas and coffees,
respectively, via joint ventures with Lipton
and Starbucks.
About the Survey
This survey was conducted online within the
United States by Harris Interactive on behalf
of Diet Pepsi MAX, between May 11 and May 22,
among a nationally representative sample of
1,102 U.S. adults ages 18 and older and
over-samples among 122 adults in Boston, 180
in Chicago, 179 in Los Angeles, 184 in New
York City, and 110 in Washington DC. Figures
for age, sex, race/ethnicity, education,
region, and household income were weighted
where necessary to bring them into line with
their actual proportions in the population.
Propensity score weighting was also used to
adjust for respondents' propensity to be
online.
With
a pure probability sample of 1,102, one could
say with a ninety-five percent probability
that the overall national results would have a
sampling error of +/- 5 percentage points. The
five over-samples would have the following
sample errors: Boston +/- 13 percentage
points; Chicago +/- 11 percentage points; Los
Angeles +/- 11 percentage points; New York
City +/- 11 percentage points; Washington DC
+/- 13 percentage points. Sampling error for
data based on subsamples would be higher and
would vary. However, that does not take other
sources of error into account. This online
survey is not based on a probability sample
and therefore no theoretical sampling error
can be calculated.
Contact:
Erin Bobal
Coyne PR
212-938-0166
ebobal@coynepr.com
Michelle
Naughton
Pepsi-Cola North America
914-253-2950
michelle.naughton@pepsi.com
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