Americans are tired of being tired. According to a new survey commissioned by Diet Pepsi MAX, an invigorating zero-calorie cola with ginseng and more caffeine, 84 percent of Americans1 experience a daily "afternoon slump." They're also having a tough time being discreet about it. More than half of respondents admit to yawning up to five times a day and another 86 percent believe that those yawns are contagious. Diet Pepsi MAX, which arrives on store shelves nationwide this week, plans to do something about it.
"It's evident that Americans are tired and could use an extra kick to help get them through the day," said Russell Weiner, VP, Colas, Pepsi-Cola North America. "Diet Pepsi MAX was designed to offer a great-tasting solution with a unique formula that invigorates the mind and body, preventing those ill-timed yawns from taking over."
The yawn is the focus of the advertising and marketing that supports Diet Pepsi MAX. The TV ads, created by BBDO New York, debut nationally today. The :15 and :30 spots, featuring the tag line, "Wake Up, People!," illustrate how Diet Pepsi MAX "stops the yawn," which can adversely affect both everyday activities and important moments, such as a job interview, a football game or even a wedding.
Additionally, Diet Pepsi MAX has launched a Web site, www.WakeUpPeople.com, which features a "Yawn-a-Thon," offering a humorous take on telethons. The site also provides the option to send a celebrity wake-up call to a friend from Ben Stein. The site was created by Tribal DDB.
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