Josta
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Josta is a soft drink brand that was produced by PepsiCo. Josta's flavor is both spicy and fruity. It was marketed as a "high-energy drink" with guarana and caffeine. Josta was the first brand to use an innovative launch strategy called Infiltration Marketing; PepsiCo subsequently adopted Infiltration Marketing tactics on all of its major brands.
Josta was introduced in 1995, but PepsiCo pulled the drink out of production due to a change in corporate strategy in 1999. As a result, a "Save Josta" campaign and a petition were launched by fans of the drink.
The Save Josta Campaign has declared April 4, 2007 "National Josta Day" in hopes of encouraging a slew of write ins and phone calls to PepsiCo on that day. This tactic creates publicity and consolidates many potential letters and calls into a very small window of time, with a better potential of gaining corporate attention.
[edit] See Also
[edit] External links
- Danieli Consulting - principal who conceived and led Josta launch at Pepsi
- Homemade Josta recipe
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