Magazine article Marketing

Pepsi Gives Refund Pledge in Latest Challenge to Coke

Magazine article Marketing

Pepsi Gives Refund Pledge in Latest Challenge to Coke

Article excerpt

Pepsi-Cola and Britvic are to mount the most aggressive attack yet on the dominance of arch-rival Coca-Cola by offering money-back to shoppers who don't agree Pepsi has the "best tasting diet drinks".

In a brave move -- heralded as an industry first -- Pepsi-Cola will offer refunds to anyone who disagrees.

They claim the promotion will gain them a 25% increase in trials across Pepsi's diet range of Diet Pepsi, Caffeine Free Diet Pepsi or Diet 7-Up.

"We don't think consumers will send in for refunds dishonestly in their masses -- we hope it will be our most unsuccessful promotion ever," says 7-Up marketing manager Murray Darling.

"We are making such a balls-out statement because you need to be aggressive if you are as confidence as we are."

Pepsi wans a 30% share of the 500m pounds UK diet cola market, up from Pepsi's current 27% and compared with Coca-Cola's present 65%, plus a 20% slice of the 1bn pounds clear carbonates sector for 7-Up. …

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