Sometimes, when a beloved food is discontinued, fans take to social media, lamenting its loss and petitioning for its return. However, when Pepsi recently decided to stop producing its lemon-lime soda, Sierra Mist, and replace it with a new version called Starry, the reaction was surprisingly subdued. This move was a calculated effort by the soda giant to appeal to Gen Z, a younger demographic, and challenge Coca-Cola’s Sprite for market dominance.
While Sierra Mist had only captured 0.1% of the soda market share compared to Sprite’s impressive 7%, its departure did not go unnoticed. Pepsi’s marketing campaign aimed to position Starry as a fresh and trendy option on the shelves. The drink is targeted towards consumers who embrace optimism, irreverence, and cultural relevance in their everyday lives.
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To determine the veracity of Pepsi’s claims, we conducted a taste test, comparing Sierra Mist, Starry, and Sprite side by side. It quickly became apparent that Starry was not simply a rebranded version of Sierra Mist. The new soda boasted a distinct flavor profile, with a less pronounced sweetness compared to its predecessor. While Sierra Mist was made with real sugar, Starry utilized high-fructose corn syrup. Starry’s cleaner, crisper citrus flavor, and sharper bubbles gave it a refreshing edge over the older formula.
This rebranding effort addresses Sierra Mist’s previously ambiguous identity. Introduced in 1999 as a replacement for Slice, Sierra Mist aimed to compete with Sprite and 7UP while also drawing inspiration from Pepsi’s own lemon-lime offering, Mountain Dew. However, Sierra Mist failed to gain significant traction and underwent various updates throughout its history, even being temporarily rebranded as “Mist Twst” in 2015, before Pepsi decided to discontinue it this year.
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Ironically, despite Starry’s tagline, “It hits different,” the new soda bears a striking resemblance to its competitor, Sprite. When tasted side by side, the two were nearly indistinguishable, with Starry perhaps exhibiting a slightly stronger lime flavor towards the end. We also sampled the zero-sugar versions of Starry and Sprite, which contained aspartame. While it is difficult for me to judge diet drinks due to artificial sugars affecting my taste buds, it appeared that these versions differed more noticeably. Starry had a touch less sweetness, which balanced the artificial sugar’s chemical aftertaste.
In the ongoing soda wars, Pepsi’s decision to replace underperforming Sierra Mist with a Sprite-like alternative was undoubtedly a low-risk move. Discontinuing a brand that had failed to resonate with consumers and introducing something new to the market was a logical strategy. Novelty holds appeal, and Starry’s clean and emoji-inspired label design may catch the attention of the ever-changing youth demographic. However, whether this newcomer can make significant strides remains to be seen. The target demographic might relate to the idea of brand loyalty being easily replaceable, as Taylor Swift sings in her song “Hits Different.”
Pepsi’s transformation of Sierra Mist into Starry represents the company’s commitment to capturing the hearts, minds, and taste buds of a new generation. By introducing a bolder and more distinctive soda flavor, Pepsi hopes to make a lasting impression on Gen Z consumers who crave both novelty and a connection to cultural relevance. Only time will tell if this ambitious rebranding effort will be enough to reignite Pepsi’s presence in the soda market and take on the formidable Sprite.
Source: https://t-tees.com
Category: WHY
