Josta
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Josta is a soft drink brand that was produced by PepsiCo. It was the first Energy Drink launched by a major US beverage company. Josta's flavor has been described as predominately fruity, with a hint of spice and a touch of the key ingredient guaraná. It was marketed as a "high-energy drink" with guaraná and caffeine. Josta was the first brand to use a marketing strategy called infiltration marketing; PepsiCo subsequently adopted infiltration marketing tactics on all of its major brands.
Josta was introduced in 1995, but PepsiCo pulled the drink from its lineup due to a change in corporate strategy in 1999. Far from a short-lived failure, Josta existed long enough to establish a solid following of drinkers. For example, the "Association for Josta Saving" was started in 1998, before the drink even left shelves[1] [1], a "Save Josta" campaign [1] to pick up where AJS left off, and a petitionTemplate:NCite was launched by fans of the drink.
The Save Josta Campaign has declared April 4, 2007 "National Josta Day" in hopes of encouraging a slew of simultaneous write-ins and phone calls to PepsiCoTemplate:NCite. This concept has been used by other similar campaigns, such as "Save Surge"[1], a movement to restore the defunct Coca-Cola beverage Surge.
See also
External links
- Danieli Consulting - principal who conceived and led Josta launch at Pepsi
- Homemade Josta recipe
References
Acknowledgement and Attribution Regarding Sources of Content
Some of the initial content on this page may be incorporated in part from copyleft sources in the public domain including wikis such as Wikipedia and AskDrWiki. Drug information for patients came from the The National Library of Medicine. Infectious disease information may have come from the Centers for Disease Control (CDC). Differential Diagnoses are drawn from clinicians as well as an amalgamation of 3 sources: 1.The Disease Database; 2. Kahan, Scott, Smith, Ellen G. In A Page: Signs and Symptoms. Malden, Massachusetts: Blackwell Publishing, 2004:3; 3. Sailer, Christian, Wasner, Susanne. Differential Diagnosis Pocket. Hermosa Beach, CA: Borm Bruckmeir Publishing LLC, 2002:7 .
