Pepsi Marketing 'Smart'
PepsiCo announced a major national retail promotion designed to connect with U.S. consumers about its Smart Spot program and products.
Launched in July 2004, the Smart Spot designation indicates the product meets nutrition criteria based on authoritative statements from the U.S. Food and Drug Administration and the National Academy of Sciences. More than 100 products from PepsiCo, including brand names like Tropicana, Quaker, Dole, Gatorade, Diet Pepsi and Baked! Lay's, carry the Smart Spot symbol.
The national promotion will be featured at PepsiCo's largest U.S. retail customers. Significant in-store, point-of-purchase displays will include Smart Spot products from categories ranging from snacks to breakfast products to sports drinks, juices and other beverages. The promotion features a national sweepstakes, national rebates on the purchase of Smart Spot products and special offers. It is supported by a national print campaign, which rolls out in mid-February.
"Servings of PepsiCo's Smart Spot products will total more than 55 billion in the U.S. this year," said Brock Leach, chief innovations officer at PepsiCo. "Smart Spot is a shortcut, an easy way for consumers to identify a broad range of food and beverage choices from PepsiCo that contribute to a healthier lifestyle."
Meredith Vieira, host of TV's "The View," is a central figure in the national promotion. She is featured in a consumer education piece -- "Guide your family to a healthier lifestyle with Meredith Vieira," which will be available in stores during the national promotion. The guide provides practical tips on achieving energy balance.
Currently on store shelves nationally, Smart Spot products meet criteria that represent consensus opinion among numerous health and nutrition experts, based on credible nutrition science, according to PepsiCo. It includes limits on the amount of fat -- including saturated and trans fats -- cholesterol, sodium and added sugar. The criteria also serve to identify products reduced in ingredients such as fat or sugar, or products formulated to have specific health or wellness benefits.