PepsiCo has identified Amp energy drink as one of its "mega-brands" and will invest significantly to market the brand to the masses.
From the article:
Pepsi is making a big bet that Amp, which saw sales double last year, will become the choice of goal-oriented males 18-34. "Amp is about bringing your 'A' game whether it is going 200 miles per hour on the race track or going to your meeting," said Maurice Herrera, Amp's marketing director. "Energy drinks were about getting jacked up for the night. Now it's about busy people who want a boost of energy."...
View full article

Posted by energy at January 22, 2008 10:02 PM