Pepsi introduces nostalgia for a limited time

Pepsi will be introducing three new products for a limited time starting in March and April.  These three beverages are: Pepsi Natural, Pepsi Throwback, and Mountain Dew Throwback.

Pepsi Natural is a beverage made out of all natural ingredients, such as natural sugar, natural caramel, and kola nut extract.  This cola will be launched in 10 American regional markets (Chicago, Cleveland, Las Vegas, Los Angeles, New York, Pittsburgh, Portland, San Diego, San Francisco, and Seattle) and will be available in 4-packs and single-serve.  This drink can be found in the premium and natural foods aisles inside retailer’s stores.  Pepsi Throwback and Mountain Dew Throwback are two beverages that target nostalgia.  These drinks’ packaging appear classic, similar to the packaging from the 1960s and 1970s.  These two beverages also contain natural sugar in their formula.  The Throwbacks – which can only be found in the US – will be available for an 8-week duration starting April 20.

These drinks should appeal to the general consumer, but Pepsi appears to be mainly targeting those that already have experience with the brand.  These innovations are targeting nostalgia with the Throwbacks’ classic packaging and the Pepsi Natural’s glass bottles.  At the same time, the beverages’ formulation with natural ingredients indicates health and balance, thus allowing the drinks to appeal to the younger generation.  The limited time offering will also spur sales because it may serve as a keepsake novelty item for Pepsi product collectors.

Pepsi seems to be on the right track with these innovations, connecting with the older generation and also reaching out the youths of the current generation.


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