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Marketing Keywords to Know: July 28, 2016

Taste Messaging 

Definition: A rebranding effort which emphasizes changing the taste of a product



It’s not uncommon for a brand to create clever packaging when rebranding their products, but taste messaging goes beyond just enhancing a product’s look.

PepsiCo’s Sierra Mist has undergone quite a few rebranding attempts – from packaging to healthier formulas of their soda. Sierra Mist jumped on the bandwagon of trying to create a healthier product for the consumer by adding artificial sweeteners then eventually high fructose corn syrup, but by doing so, messed up their signature flavor and saw sales drop.

To get back to their roots and re-emphasize the lemon-lime flavor which made them so famous, Sierra Mist will start by enhancing their taste messaging to the consumer. They want people to fall back in love with their product and with an increase in taste messaging and newer flavors, they’ll also deliver a new name (“Sierra Twst”) and fresh packaging to match.

What do you think of Sierra Twst’s taste messaging efforts?




About Lauren Young

Award-winning author of "Pour - Marketing Success Starts with the Right Ingredients", "Stir - Achieving the Perfect Marketing Mix" and the CEO/Founder of Freshly Baked Communications and Knead to Rise. Visit my website at http://www.FBC-Chicago.com.


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