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    Diet Pepsi Max's Wake-Up Call

    New, enhanced cola arrives in stores this week amid advertising and marketing push.

    PURCHASE, N.Y. -- Diet Pepsi MAX, a zero-calorie cola with ginseng and more caffeine, arrives on store shelves nationwide this week. Pepsi-Cola North America says the new beverage is aimed at tackling American's chronic tiredness.

    According to a new survey commissioned by Diet Pepsi MAX, 84 percent of Americans experience a daily "afternoon slump." And more than half of the survey respondents admitted to yawning up to five times a day.

    "It's evident that Americans are tired and could use an extra kick to help get them through the day," said Russell Weiner, VP of Colas, Pepsi-Cola North America. "Diet Pepsi MAX was designed to offer a great-tasting solution with a unique formula that invigorates the mind and body, preventing those ill-timed yawns from taking over."

    The yawn is the focus of the advertising and marketing that supports Diet Pepsi MAX. The TV ads, created by BBDO New York, debuted nationally yesterday. The 15- and 30-second spots, featuring the tag line, "Wake Up, People!," illustrate how Diet Pepsi MAX "stops the yawn," which can adversely affect both everyday activities and important moments, such as a job interview, a football game or even a wedding.

    Additionally, Diet Pepsi MAX has launched a Web site, www.WakeUpPeople.com, which features a "Yawn-a-Thon," offering a humorous take on telethons. The site also provides the option to send a celebrity wake-up call to a friend from Ben Stein.

    Available in 20-ounce bottles, 2-liter bottles and 12-packs of 12-ounce cans, Diet Pepsi MAX is sweetened with a blend of aspartame and acesulfame potassium. The national rollout is supported by a full slate of advertising, marketing and in-store activity.

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