CoverGirl and Diet Pepsi, brands which Vergara has formal partnerships with, as well as Pepsi NEXT.
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More recently it tweaked its artificially sweetened, zero-calorie Diet Pepsi to improve shelf life.
If Diet Pepsi is a particuarly big seller at a refreshment stand on the upper concourse, Johnson will know immediately.
The new shape will also be used for the 16-ounce bottles, which aren't as common, as well as Diet Pepsi, Pepsi Max and Pepsi Next.
Diet Pepsi has commissioned the pint-sized British window dresser to create a display for its new (and rather controversial) Skinny Can, which will be on display throughout New York Fashion Week.
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In comparison, Diet Pepsi accounts for only 3%.
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Just yesterday, Pepsi (nyse: PEP - news - people ) said it will introduce Pepsi Edge, its mid-calorie product designed to appeal to those who can't decide between Diet Pepsi and the hard stuff.
But now Mr. Singh said he can show different ads based on whether a user regularly buys Diet Pepsi or is a Pepsi loyalist or so-called Pepsi switchers, a group of people who tend to flip between Pepsi and its rivals and are typically more price sensitive.
But the more important reason why this is a problem is that when the person sits down to drink the wine he purchased, he'll compare it with the Diet Pepsi he was just sipping, with the wine he drank last Saturday or with some other beverage he remembers.
In 2010, Diet Coke unseated Pepsi as the No. 2 domestic soda by volume, behind Coca-Cola.
First news hit the markets that for the first time ever, Diet Coke had overtaken Pepsi as the second-most popular soft drink in the country, behind Coca-Cola.
Beverage brands have been flagging and, for the first time, sales of its namesake brand Pepsi fell behind Diet Coke in 2010.
More disastrous, on a symbolic level, regular Pepsi fell behind Diet Coke in sales a Battle of Bosworth Field-like event in the war of the colas.
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