THE UNKNOWN HISTORY OF STARRY SODA

In a audacious bid to capture the hearts and taste buds of a new generation, PepsiCo unveiled Starry, a lemon-lime soda crafted to challenge the long-standing dominance of industry giants Sprite and 7 Up.

Months of meticulous planning preceded the January 2023 launch, as the company secured the domain name and filed trademarks, laying the groundwork for Starry's arrival on the competitive beverage scene.

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ORIGINS OF STARRY SODA

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In a bold move to challenge the dominance of Sprite and 7 Up, PepsiCo strategically introduced Starry, a new lemon-lime soft drink, in January 2023.

Months prior, the company demonstrated foresight by securing the domain name and filing for a trademark on the brand name and logo in July and August 2022, respectively, laying the groundwork for Starry's official launch.

PepsiCo recognized the growing demand for lemon-lime beverages and seized the opportunity to establish a strong contender against the category's established players.

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STARRY REPLACED SIERRA MIST

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In a strategic move to revitalize their lemon-lime offering, PepsiCo made the bold decision to retire Sierra Mist and introduce Starry as their new flagship product in this category.

Despite their efforts, Sierra Mist struggled to capture a substantial share of the highly competitive lemon-lime market, prompting the company to reassess their approach.

By phasing out Sierra Mist and launching Starry, PepsiCo seized the opportunity to reinvigorate their brand and appeal to evolving consumer preferences within this dynamic segment.

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THE MARKETING WAS GEARED TOWARDS GENERATION Z CONSUMERS

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Recognizing the influential purchasing power and cultural impact of Generation Z, PepsiCo astutely tailored Starry's marketing campaign to resonate with this tech-savvy and socially conscious demographic.

By carefully crafting messaging and visuals that spoke directly to the values and aspirations of these young consumers, the company demonstrated a keen understanding of the importance of authentic connection and relevance in today's ever-evolving marketplace.

This strategic focus on capturing the attention and loyalty of Generation Z positioned Starry as a brand poised to capture the imagination and preferences of a generation shaping the future of consumer trends.

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A SUCCESSFUL CAMPAIGN MIGHT ALLOW STARRY TO CAPTURE 5–10% OF THE MARKET

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Industry experts closely watched Starry's launch, anticipating its potential to make a significant dent in the lemon-lime soft drink market dominated by the iconic Sprite brand.

Analysts boldly projected that if PepsiCo's campaign resonated with consumers, Starry could realistically capture an impressive 5 to 10 percent of Sprite's coveted market share.

Such a scenario would undoubtedly shake up the competitive dynamics within this lucrative segment, underscoring the high stakes and ambition behind PepsiCo's strategic move to introduce a formidable new contender like Starry.

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STARRY HAS BEEN THE SPONSOR OF THE THREE-POINT CONTEST SINCE 2022

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In a strategic brand partnership, Starry became the official sponsor of the NBA's annual Three-Point Contest during the 2022-23 season, replacing the previous sponsor, Mountain Dew.

This high-profile sponsorship not only provided Starry with valuable exposure to a vast audience of sports enthusiasts but also allowed the brand to put its own unique spin on the event.

Capitalizing on this opportunity, Starry introduced two special "Starry Range" shot balls positioned an impressive 6 feet behind the three-point line, adding an exciting new challenge for participants.

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STARRY CHOSE TO USE HIGH-FRUCTOSE CORN SYRUP AS A SWEETENER

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In a departure from its predecessor Sierra Mist, which relied on cane sugar for sweetening, Starry opted for high-fructose corn syrup as its primary sweetener.

This strategic decision by PepsiCo reflects the ongoing debate surrounding the use of different sweeteners in the beverage industry.

While cane sugar is often perceived as a more natural option, high-fructose corn syrup offers potential cost advantages and a distinct flavor profile.

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THE RECEPTION TO STARRY'S TASTE HAS BEEN MIXED

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Starry's debut on the market has been met with a diverse range of reactions from consumers, reflecting the subjective nature of taste preferences.

While some found the flavor profile strikingly similar to its predecessor, Sierra Mist, others drew comparisons to the iconic taste of category leader Sprite.

However, a common thread emerged among many tasters: Starry boasted a more pronounced and vibrant citrus flavor than its forerunner, Sierra Mist.