PepsiCo is shaking things up with the rebranding of Starry Soda, a move that signals a new era for the company. This change is a significant departure from the brand's previous identity.
The rebranding effort is aimed at appealing to a younger demographic, with a focus on sustainability and eco-friendliness. This shift in strategy is a response to changing consumer preferences and behaviors.
The new packaging for Starry Soda is expected to be fully recyclable and made from 100% recycled materials. This commitment to sustainability is a key aspect of the rebranding effort.
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PepsiCo Replaces Sierra Mist
PepsiCo is replacing Sierra Mist with a new lemon-lime soda called Starry.
Starry has officially replaced Sierra Mist nationwide in a bid to challenge Sprite's dominance in the category.
Sierra Mist is being pulled from shelves, so if you're a fan, you might want to grab some now before it's officially gone.
Starry is available in stores nationwide now in regular and zero-sugar varieties.
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The new soda is described as "easy-to-drink" and "optimally sweet" by PepsiCo.
Starry has "higher citrus flavors that are true to fruit and more aromatic", offering a more balanced, cleaner and crisper finish than Sierra Mist.
The company is hoping to hook consumers with a beverage that is "rooted in culture and fun", according to Greg Lyons, chief marketing officer at PepsiCo Beverages North America.
Starry has the tagline "Starry Hits Different", which is meant to convey a sense of optimism and fun.
Growth in the lemon lime soda category has been "accelerating since 2019" giving the company "a significant opportunity now to give people a choice in an area that's been dominated by one brand for years."
Sierra Mist had $1 billion in sales in 2021, making it one of the top 10 sodas in the country.
Starry is now available in Regular and Zero Sugar versions across U.S. retailers and food service outlets.
The company's product innovation team came up with what they hailed "a game-changing recipe with the perfect balance of lemon lime flavor and sweetness compared to the competition."
Worth a look: PepsiCo
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