PEPSI ONE: PHIL MARINEAU.(marketing plans for Pepsi One diet cola)(Brief Article)

Advertising Age,  June, 1999  by Kramer, Louise

Tags: marketing, PepsiCo, sweetener

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When a new sweetener won long-awaited approval from the Food & Drug Administration last July, Phil Marineau wasted no time. That day, the president-CEO of Pepsi-Cola North America announced the marketer would launch Pepsi One, a new diet cola made with the sweetener, Ace-K.

It was the first new national brand for Pepsi in six years, and Mr. Marineau's first big splash since joining the company in late 1997. The former Quaker Oats Co. executive-credited with building up Gatorade- backed the cola launch with a $100 million marketing blitz.

The headline-grabbing effort helped ...

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