"2007 is going to be one of Pepsi's all-time years," says John Sicher, publisher of
Beverage Digest. "There will be new products, new packaging, new advertising and a bigger presence in the Super Bowl."
One likely driver of this intense consumer courtship, Sicher says, is that Pepsi may have to raise prices this year to cover higher material costs. Cie Nicholson, Pepsi's North America marketing chief, says pricing is "one element of many" in Pepsi's ad decisions.