Pepsi-Cola gets fresh

Craig Weatherup, president of Pepsi-Cola North America, is starring in a new tv spot for Pepsi airing next week in Canada.Weatherup will be introducing new freshness-dating on Pepsi soft drink products, which will be found on the bottom of cans and...

Craig Weatherup, president of Pepsi-Cola North America, is starring in a new tv spot for Pepsi airing next week in Canada.

Weatherup will be introducing new freshness-dating on Pepsi soft drink products, which will be found on the bottom of cans and on the necks of bottles.

Pepsi did limited testing of the new freshness-dating label in the u.s. last year, and says sales increased in those areas.

While freshness is not usually a problem with soft drinks because of product turnover and rotation, regularly sweetened products begin to lose flavor after six months, and Aspartame-sweetened diet drinks in two to three months.

Advertising comes from BBDO Worldwide in the u.s.,with Canadian placement by the PepsiCo Communications Group of McKim Media.