Pepsi Goes on $55 Million Binge for Diet Max
Cola Giant's Largest Investment in a Decade for a New Brand Looks to Awaken Men to the No-Cal Category
This is no yawner. That's the thinking at Pepsi-Cola Co. North America, which this week begins pouring its largest investment into a new brand in a decade -- as much as $55 million -- into Diet Pepsi Max, a cross between a soft drink and an energy drink to rouse men out of that 2 p.m. slump. Pepsi is so confident in Max, which it said tested higher than any other diet-cola concept in its history, that it's putting two to three times its normal launch budget behind the theme "Wake up, people!"