To complement its new, natural profile, Sierra Mist Natural also has a new look. The updated logo, package design and new light green bottle highlight the product's lemon-lime taste, its simplicity and its natural appeal.
"New Sierra Mist Natural has been stripped of everything artificial and is naturally sweetened [image-nocss] with real sugar so that the crisp, clean taste of lemon-lime shines through," said Kristina Mangelsdorf, vice president of natural and flavored sodas at PepsiCo.
To underscore that Sierra Mist Natural is made exclusively with natural ingredients, the ad campaign, created by Goodby, Silverstein & Partners, San Francisco, uses the tagline, "The soda nature would drink if nature drank soda."
The ads tap some of nature's expertsrocks, trees and even rainbowsto express their yearning for the pure and natural ingredients of Sierra Mist Natural and its refreshingly delicious taste. In one execution, trees clamor for a coveted sip of new Sierra Mist Natural, while in another, a boulder dreams about having a mouth so it can enjoy the "lemony, bubbly goodness" of Sierra Mist Natural. And in a print execution, a rainbow would give anything, even its favorite yellow stripe, just to try the product.
The campaign, which broke on Monday, September 20, consists of TV, Print, Digital, Radio, and Out of Home elements, and is a departure from traditional soda advertising, notes Mangelsdorf. "Sierra Mist Natural is all about the reinvention of lemon-lime soda. We needed a campaign that would communicate how significantand meaningfulthis natural transformation is. Who better to testify to the refreshingly natural ingredients of new Sierra Mist Natural than nature itself?"
The brand will be putting a full year's worth of media investment intofourth-quarter 2010 to support the brand. TV ads will appear in high-profile programming, such as Dancing with the Stars and The Event, core programming for the brand's 25-to-39-year-old target consumer. Similarly, print ads are planned for publications including Men's Journal, Everyday Food and People, to reach both male and female consumers. Finally, out-of-home elements will bring nature to major cities, with immersive bus shelters and billboards. The digital campaign will break later in the month.
"Sierra Mist Natural is the first major innovation to come out of Pepsi Americas Beverages following our bottler integration," said Mangelsdorf.
Sierra Mist Natural replaces Sierra Mist and is available at stores nationwide in standard soft drink packaging at the same price.
Sierra Mist Natural is a product of Purchase, N.Y.-based Pepsi-Cola North America Beverages. PCNAB is a division of PepsiCo and offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Its main businessesFrito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatoradealso make hundreds of other foods and drinks in more than 200 countries.
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