Pepsi Throwback

The cola wars are undoubtedly one of the most fascinating categories to watch in marketing - probably ever since the '80s.

Pepsi, Pepsi Max, Coke Zero, Cherry Coke --- there are so many varieties that it could make your head spin.  And who could forget the classic new Coke vs. old Coke time in history!

So you can imagine the look on my face when I stuck my head in a convenience store cooler over the weekend to find "Pepsi Throwback".   Made with "real sugar" and with the vintage label from back in the day.  Turns out that Mountain Dew did the same thing with Mountain Dew Throwback!  Now we can enjoy these two soft drinks "as they were meant to be."

Brilliant.  So while we are all fighting over artificial sweeteners and flavors, in comes Pepsi with its classic.

So smart, so wonderful ... I actually even bought a bottle, full calorie load and all!  As it says on the website:  "a blast from the past!"  Now that's a retro brand experience!

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect