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PepsiCo Launches Organic Version Of 16-Year-Old Energy Drink Brand

August 31, 2017: 12:00 AM EST
Launched in 2001, PepsiCo’s AMP Energy brand was due for a reboot. A new version – AMP Energy Organic – was unveiled recently exclusively in U.S. 7-Eleven stores in four fruit flavors. The old version will be available only in the original citrus flavor. The launch campaign – “Organically Unstoppable” – targets adults 18 to 34 with a limited-time free sample offer for 7-Eleven loyalty app users. There will also be in-store promotions, and digital and social media ads that will emphasize geo-targeted mobile and short, shareable video content. The focus on 7-Eleven is an acknowledgement of the chain’s dominance in energy drink sales. [ Image credit: © PepsiCo  ]
Karlene Lukovitz, "PepsiCo's Lagging AMP Energy Gets Organic Reboot", MediaPost, August 31, 2017, © MediaPost Communications
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