PepsiCo Promotes Lemon Lemon With Pop-Up Picnics



True to its word, PepsiCo is diversifying its beverage portfolio beyond the pillars of Pepsi and Diet Pepsi as consumers increasingly prefer variety to whet their palates, and hesitate about the sugar and calories in traditional carbonated soft drinks.


Latest case in point: The beverage giant is rolling out LEMON LEMON in the U.S., a global sparkling lemonade available in original, blackberry and peach flavors and offering just 70 calories per 12-ounce can. Another soda brand that is doing something similar is Jones Soda, which has introduced a non-carbonated beverage in a can called Lemoncocco, based on a street drink in Rome.


In addition to launching in France, Belgium, the Netherlands and Germany, LEMON LEMON is now expanding across America at Target, Walmart, CVS and major grocery stores, so to get the word out, the company is hosting a series of picnics in Paris, New York and Toronto (outside the U.S., it’s being sold as 7UP LEMON LEMON in Canada and beyond).

Each local pop-up picnic will offer music, food, refreshment, “real-life connections” and a chance to sample LEMON LEMON. In New York, the brand will host a “floating picnic” on the Hornblower Infinity yacht on May 24, featuring a performance by singer-songwriter Calum Scott.

The “Picnic Time Off” campaign is meant to evoke the sunny taste of early summer, connecting the new-to-America beverage brand with simpler times when lemonade was a staple of picnics.

“LEMON LEMON is the perfect refreshment when you’re looking to escape from the day-to-day grind,” said Rosemarie Iannucci, PepsiCo marketing director, in a press release. Boasting just 70 calories per 355mL can, no artificial flavours and is sweetened with a blend of sugar and stevia leaf extract. It’s available in a variety of flavours including Lemon, White Peach, and Cucumber Mint.

As Beverage Daily notes, PepsiCo is focused on developing the ‘next generation’ of carbonated soda brands, which it describes as ‘modernized soft drinks with bubbles, unique flavors and lower calorie counts’ – as it rolls out not only Lemon Lemon but IZZE Fusions in the U.S.