May 21, 2015
By Ma. Claribelle D. Deveza
Pepsi has recently introduced a new product called Pepsi "Limon," for the sole purpose of attracting Hispanic consumers. According to Buzzfeed, many brands are targeting the Latino market since it makes up one-sixth of the U.S. population.
Melissa Miranda, from Pepsi's Cultural & Commercial Strategy, said, "Pepsi's roots have long showcased the brand's connection and affinity with Hispanic consumers and Pepsi Limon was created with those consumer preferences in mind."
The new flavor was made with the help of Adelante, an employee association at PepsiCo meant to "foster relationships with the Hispanic community," reports PR Newswire.
Al Carey, CEO of PepsiCo Americas Beverages, said, "[Adelante] told me we need lime." The company then presented a product similar to the lime flavored drink Pepsi released in 2005, after Coca-Cola launched a lime coke, reports Advertising Age.
When the sample product was presented to Adelante, the group replied, "No, we need real lime juice in the product."
A spokeswoman for Pepsi, Elisa Baker said in an email: "We knew 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."
As a result, a drink that consists of 2% real lime juice and real sugar instead of artificial lime and high fructose corn syrup was made.
Pepsi "Limon" was officially launched by the company on May 18. The product is available in 20 oz. and 2 liter bottles in select markets in California, Arizona, New Mexico, Texas and Chicago, IL.
Carey is very optimistic about Pepsi "Limon." He says, "I will not be surprised if this ends up becoming a very big success in those markets."
However, there are some Latinos who find the marketing strategies of Pepsi for the "Limon" flavored drink to be a little offensive.
Alessandra Foresto wrote an article on Pop Sugar saying, "I'm a soda drinker, and I'm also 100 percent Latina. So why am I offended by the new Pepsi Limon...targeted to people just like me?"
"...Because the marketing for the product is full of all the stereotypes and generalizations about Latinos I cringe at and certainly never thought I would see in a soda aisle," Foresto quips.
Source: Latinos Health