After Storm's debut in Denver/Colorado Springs on 3/15/98, BD talks with Pepsi executive about rollout strategy plus early results. Storm marketing manager Scott Moffitt says: "We've mostly been filling the pipeline. Last week, we started getting reorders, and they've been pretty strong, so we're optimistic." Sales pattern? "Our general strategy initially is to promote smaller, trial-sized packages to get people to pick up the product in a single can, a 20-oz bottle, a 16-oz bottle or a 6-pack. Then gradually over time, we're going to shift our focus into trading people up to larger size packages." Results? "We're very pleased with the response. In fact, we've got 16-oz bottles (of Storm) in cold barrels, and we're having a tough time keeping the barrels full." Status of lemon-lime Slice? "It's out of that market." Out of other markets if Storm goes in? "Yes, in bottle/can and fountain."

Plus. Non-Pepsi executive in CO says: "(Storm) is everywhere, Pepsi's done a great job at getting it out." Adds: "It isn't moving off the displays too quickly, but in all fairness they haven't started the media yet." Other executive: "Pepsi's merchandising of Storm (in Denver) is phenomenal." Adds: "It's showing up a lot in the schools." Coke's response. Executive says Coke responds with: 1) wet sampling of Citra; Citra is Coke's new grapefruit flavored CSD introduced in select markets in early 1997. 2) coupons for free 6-packs of Citra. 3) "Obey Your Thirst" ads offering $1 off on purchase of two Sprite 12-packs or four Sprite 6-packs. Free Sprite with Storm. Executive says Coke in some stores also offers free 6-pack of Sprite with purchase of Storm 6-pack. Suggests Coke "using defensive mechanism where they're trying to make sure anyone who gives Storm a try gets free Sprite so they have both in the refrigerator and can do taste tests."

Future. Pepsi bottlers predict: 1) "(Pepsi North America president) Phil Marineau is making a project out of Storm." 2) "Phil will make sure it works before he rolls it." 3) "Thrust on Storm won't be until 1999." Storm pricing. Denver Post ads 3/22/98: 1) Super K-mart: 2-liter 79¢, 6-packs $1.19. 2) Target: 2-liter 79¢, 12-packs $2.38. 3) King Soopers: 6-packs 99¢. Line. Ads declare: "Take Your Thirst by Storm. A Lemon-Lime Drink from Pepsi-Cola. It'll Energize You!"

Previous Storm stories available online:

March 6, 1998 - New From Pepsi: Storm Debuts in Denver 3/15/98. 'Grip' Bottle Introduced in Dayton.

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

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