Virgin Cola plans to announce US launch during week of May 11 (BD 6/13/97). Ads with tagline -- "Say Something" -- will feature people talking about soft drinks. Virgin claims: "Coke and Pepsi ads say nothing." UK-based company reportedly will try to "establish Virgin Cola as a credible alternative to Coke and Pepsi (and) inform consumer of 'the Virgin Cola difference.'" Industry executives say Virgin CEO Richard Branson plans to be in NYC for kickoff. Virgin will reportedly start US distribution effort in Northeast and California. Products will include cola and diet cola. Distribution -- starting immediately -- will focus on "up-and-down-the-street" via "beer and new age distributors." Industry executive says Branson's support of US launch will be "in the tens of millions of dollars."

Plan details. Multiple industry executives provide details of Virgin's plan: 1) Virgin will launch with "highly aggressive stunt (featuring) 'The Little Cola That Could.'" 2) publicity will use taste test results, Virgin Cola UK results, stories about Branson. 3) heavy media planned. 4) Virgin says Pepsi's globe icon and Coke's "Always" campaign leave little room for flexibility or brand innovation. Packaging. Includes 12-oz cans; 20-oz and 2-liter bottlers; diverse multi-packs.

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