The story of slice

Slice is a carbonated soft-drink that was introduced by Pepsi-cola as both a sugared product and a diet product. It would have recommended as slice be a die only? The reason for this recommendation is to better position slice as fitness and a health product.
The diet-only strategy also would have ignored the sugar element, which represents 80 percent of the market. So the slice was introduced as a two-way planner. It’s done well but in our opinion not as well as it could have done as a pure diet product only.
As things turned out, the diet segment of the drink market is growing at the expense of the sugared versions. Currently 27 percent of all the cokes sold, for example, are of the diet variety. With slice, as you might expect, the variety outsells the sugar version. By focusing on the diet version only, we believe that the product would have an even higher market share. The advertising would have been better focused on fitness and health.
“Slice add the fruit juice and subtracts the calories”, for example. Individual products do it always ”Follow the market”, in spite of the fact that sugared products represent 73 percent of the Cola market, the diet version of the caffeine free cola outsells the sugared version more than four to one.