Among the soft truths in marketing is that Latinos love flavor (but not peanut butter and pretzels). So Pepsi is bringing back lime flavored Pepsi, and this time it's marketing the product to Hispanic consumers. It's called Pepsi Limón and it "captures the tart, refreshing taste that Hispanics love to enjoy," according to a press release. Specifically, Pepsi means lime and sugar.
Brands are eager to reach Hispanic consumers, who represent almost one-sixth of the U.S. population. This idea came from Pepsi's internal Hispanic employee group, Adelante, which encouraged the company to create the product based on their flavor preferences. So Pepsi made Limón with 2% lime juice and sugar rather than artificial lime and high fructose corn syrup.
Pepsi last attempted a lime variety in 2005 after Coca-Cola launched a lime Coke but quickly discontinued the artificially-flavored lime cola. "We knew that we couldn't just recreate the product like we did in the past, but that we needed real sugar and real lime juice to capture the taste profile that Hispanics love," said spokeswoman Elisa Baker in an email.
Can real lime juice and Latinos give lime-flavored Pepsi another shot?
Marketers have tried to appeal to Latino's apparent passion for flavors before. Coors' citrus flavored Coors Light Summer Brew, for instance, "was designed specifically for the Latino drinker to bring new users into the franchise," the company's senior director of multicultural marketing told CNN Money in 2014. Summer Brew is coming back this year, but as "Coors Light Citrus Radler," which doesn't seem Hispanic at all.
Venessa Wong is a business reporter for BuzzFeed News and is based in New York. Wong covers the food industry.
Contact Venessa Wong at email@example.com.
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