Pepsi will start test of new, caffeinated lemon-lime CSD Storm in Denver/Colorado Springs 3/15/98. Industry executive says Storm rolls out with "big St. Patrick's Day promotion." Storm will be available in 16-oz, 20-oz, 1-liter and 2-liter PET plus 12-oz cans, 12-packs. Non-Pepsi source says Denver Pepsi COBO unit holds internal sales "kick-off" meeting week of 2/23/98. Adds Storm lightly carbonated, "I tasted it. It has a good aroma and less lemon-lime bite than 7UP or Sprite." Denver. Noting Pepsi holds leading corporate market share in Denver (BD 1/9/98), bottler notes: "Pepsi has the clout to blow this out." Cadbury. Cadbury Schweppes CEO John Sunderland re Storm: "It's going to be a big challenge (for Pepsi) which is why they're testing it carefully."

Storm graphics/label. Storm's label graphics feature metallic blue background with green hues, yellow highlights, silver trim. Label reads: "Lemon-lime Soda ... with Caffeine & other natural flavors." Fountain impact. Sanford Bernstein's Bill Pecoriello: "Pepsi realizes 35+% profit margins on concentrate sales (and) doesn't want Cadbury to benefit from a free ride with its 7UP brand on any new fountain accounts Pepsi wins in US. Having a lemon-lime of its own is important for winning fountain accounts."

Grip. Separately, Pepsi identifies Dayton OH as lead market for imminent introduction of 2-liter "Grip" bottle, according to industry executive. New package -- tested last year in four Rochester/Troy MI stores (BD 5/30/97) -- features handle molded into plastic. Grip bottle covered by patent #5,579,937. Package utilizes "inner wall allowing grip to maintain shape under carbonation."

Previous Storm story available online:

March 27, 1997 - Pepsi Develops 'Storm' Caffeinated Lemon-Lime Soft Drink. Rival For Sprite And 7UP.

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