• Brandweek, Wednesday, September 22, 2010 9:56 AM

Goodbye, Sierra Mist; hello, Sierra Mist Natural. Elaine Wong reports that PepsiCo's lemon-lime brand has been renamed and repackaged after having been reformulated to contain no preservatives or artificial flavors. For example, it's made with "real" sugar, not that high fructose corn syrup stuff that the Powers Who Position would like to rename and repackage as corn sugar.

The campaign, which includes print, out-of-home and digital ads, humorously positions Sierra Mist Natural as a "hero." A "full year's worth of media" kicked off yesterday with TV spots that show a variety of "nature experts" -- rocks, trees and a rainbow -- hankering for the product. "The soda nature would drink if nature drank soda" is the tagline.

"We want to really signal that there is something new in town and this is not just your grandmother's carbonated soft drink," says PepsiCo's vp of natural and flavored sodas Kristina Mangelsdorf. That would be sasparilla?

Read the whole story at Brandweek »