Pepsi spans generations with Throwback drinks

Pepsi is bringing back sugar-sweetened soft drinks for a brief, eight-week run. According to the Pepsi marketing folks “For some, it will be a trip down memory lane but for others, it will be a chance to experience a new twist on their favorite brands.”

I’d love to know if their media targetting was equally ‘multi-generational’. But their marketing and communications are age-neutral, so ‘well done’ Pepsi!Pepsi Click here to see the Throwback TV spot.

Pepsi Throwback and Mountain Dew Throwback are sweetened with sugar made from cane and beets, unlike their namesakes, which use high-fructose corn syrup. High-fructose corn syrup has been the mainstay for soda pop since the 1970’s.

A Pepsi spokeswoman says the intent is to remind baby boomers what the two drinks tasted like back in the 60’s and 70’s. Although the Throwback products will leave the market by the end of June, the company has begun test marketing a sugar-sweetened product called Pepsi Premium in about ten cities.

Here’s a classic ‘youth centric’ category finding a smart way to reach boomers without alienating their youth franchise.