Business

Ads will boost a tweaked Diet Pepsi

Starting at the end of January, PepsiCo will begin airing TV ads with the tag line ‘‘Love Every Sip.’’

Matt Rourke/Associated Press/file 2011

Starting at the end of January, PepsiCo will begin airing TV ads with the tag line ‘‘Love Every Sip.’’

NEW YORK — Diet Pepsi is sending a valentine to soda lovers, now that the soft drink’s staying power has been improved with a new sweetener.

Starting at the end of January, PepsiCo Inc. will begin airing TV ads with the tag line ‘‘Love Every Sip,’’ along with the rollout of special-edition silver cans featuring the blue-and-red Pepsi logo in a heart shape. The company is working with designers to introduce other special designs later in the year, as well.

Advertisement

The campaign to reinvigorate the brand comes after PepsiCo quietly added another artificial sweetener to Diet Pepsi to help stabilize the taste of the drink. In addition to aspartame, the company says that Diet Pepsi will now include a ‘‘very small amount’’ of a sweetener called acesulfame potassium to help the taste maintain its potency over time.

Before launching the new campaign, executives wanted to make sure Diet Pepsi was ‘‘as good as it can be,’’ said ­Angelique Krembs, vice president of marketing for the Pepsi brand. She said that process included testing various flavor tweaks.

Associated Press

Loading comments...
Real journalists. Real journalism. Subscribe to The Boston Globe today.
You're reading  1 of 5 free articles.
Get UNLIMITED access for only 99¢ per week Subscribe Now >
You're reading1 of 5 free articles.Keep scrolling to see more articles recomended for you Subscribe now
We hope you've enjoyed your 5 free articles.
Continue reading by subscribing to Globe.com for just 99¢.
 Already a member? Log in Home
Subscriber Log In

We hope you've enjoyed your 5 free articles'

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week
Marketing image of BostonGlobe.com
Marketing image of BostonGlobe.com