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PEPSI-COLA INTRODUCES REVOLUTIONARY 24 CAN-PACK; 'THE CUBE' MEETS GROWING DEMAND FOR LARGER-SIZE PACKAGES

 SOMERS, N.Y., May 11 /PRNewswire/ -- Pepsi-Cola today introduced an innovative 24-can multipack that satisfies growing consumer demand for convenient, larger-size soft drink packaging. The new package, dubbed The Cube(TM), is easier to carry than traditional 24-packs and fits in the refrigerator.
 Test marketing of The Cube begins today in Pittsburgh. The package will be available primarily in supermarkets, mass merchandisers and wholesale clubs. Pending successful test marketing results, The Cube will be rolled out into additional markets this summer.
 "The Cube is the biggest packaging news since the introduction of the two-liter bottle," said Brian Swette, senior vice president and general manager, new business, Pepsi-Cola Company. "It's convenient, portable, easy to open and fits right in the refrigerator."
 The configuration of The Cube differs from traditional 24-packs. Instead of 24 cans packaged on one layer, The Cube is designed with two layers of 12 cans. While traditional 24-packs have a rectangular profile, The Cube is shaped -- as you would expect -- like a cube. Traditional 24-packs are 50 percent longer than The Cube.
 Consumers are buying more larger-size soft drink packages. In 1992, 24-pack sales in supermarkets rose 36 percent, compared to 2.3 percent growth for the total soft drink category. Today, 24-packs comprise nearly 10 percent of all soft drink sales in supermarkets, and that figure is growing.
 The Cube is expected to boost the growth rate of 24-packs since it is preferred by consumers over traditional 24-packs six to one. The package feature an easy to carry handle that makes it easy to transport.
 The Cube offers several other benefits over traditional 24-packs. Because traditional 24-packs take up an entire rack if placed in the refrigerator, a lot of consumer now store them in the pantry. The Cube, however, easily fits upright in the refrigerator, so consumers will always have cold Pepsi products on hand. In addition, cans stay in place in the package, so they are easier to remove.
 "We're working to drive soft drink sales growth by delivering a wide range of packaging to meet consumers needs," says Robert Meyer, director of packaging innovation, Pepsi-Cola Company. "The Cube meets the need of consumers that want large multipacks that are easy to handle."
 In addition to being convenient, The Cube also offers value to consumers. A paperboard sheet that separates the layers of the cans will be used for
couponing. In Pittsburgh, consumers will be able to clip cents-off coupons for Pepsi-Cola products. Unlike traditional 24-packs, consumers don't have to destroy The Cube to cut out coupons. The system also offers the potential for account specific coupons, a benefit not easily duplicated with on-pack coupons.
 At retail, The Cube grabs the attention of consumers more effectively than traditional 24-packs. Because of the way the package is displayed, it had 34 percent larger facings. It also enables more brands to be put on display because the Cube is just two-thirds the width of current 24-packs.
 The introduction will be supported by a complete marketing program, including a 60-second radio spot, a TV spot tag and extensive point-of- sale materials. One point-of-sale display features a cutout of the inside of a refrigerator and proclaims: "Now it's even easier to put away a case of Pepsi."
 Pepsi, Diet Pepsi, Caffeine Free Pepsi, Caffeine Free Diet Pepsi, Crystal Pepsi, Diet Crystal Pepsi, Mountain Dew and Diet Mountain Dew will be available in The Cube.
 Pepsi-Cola Company is headquartered in Somers and is a division of PepsiCo, Inc. (NYSE: PEP).
 -0- 5/11/93
 /CONTACT: Gary Hemphill, 914-767-6672, or Andrew Giangola, 914-767-7495, both of Pepsi-Cola/
 (PEP)


CO: Pepsi-Cola Company ST: New York IN: FOD SU: PDT

TS-SM -- NY023 -- 6918 05/11/93 10:05 EDT
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Date:May 11, 1993
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