PURCHASE, New York: PepsiCo is reportedly pouring up to $55 million (€40.8m; £27.5m) into the US marketing of its new hybrid beverage Diet Pepsi Max.
The brand, a cross between a soft drink and an energy drink, is targeted at men - a difficult group to convince of the benefits of diet sodas.
The campaign by Omnicom's BBDO, New York is aimed at desk-bound adults aged between 25 and 34 who want their cola to be "invigorating" and thus get them through their midday energy slump.
Diet Pepsi Max is being pitted against the Coca-Cola Company's Coke Zero brand, which launched two years ago, jumping to a 0.9% share and holding steady until May 2007, when it hit 1.6%. It has levelled off at 1.5%.
Data sourced from AdAge.com; additional content by WARC staff