WHITE PLAINS, NY: Diet sodas rarely register on the radar of the health and lifestyle media. But if Royal Crown has its way, this will soon change.
WHITE PLAINS, NY: Diet sodas rarely register on the radar of the
health and lifestyle media. But if Royal Crown has its way, this will
Royal Crown, a unit of the Triarc Beverage Group, has announced plans to
drum up excitement for its newly reformulated Diet Rite soft drink line
by reorienting its PR efforts towards health and lifestyle publications
and similar Web sites. By taking aspartame out of its diet drinks and
replacing it with two new sweeteners, the company is hoping to increase
sales among health-conscious female consumers, traditionally the largest
audience for diet soft drinks.
Diet Rite has long touted that it has no sodium, no caffeine and no
’We’re adding a fourth ’no’ to the equation: no aspartame,’ said Tami
Gross, president of TMG Public Relations, the agency directing the PR
Gross has sent out 1,000 press kits with the tag line ’Your Kit to Get
Fit,’ targeting such publications as Self, Prevention and Healthy
She’s planning a satellite media tour with an as-yet unnamed celebrity
spokesperson. She is also shooting for extensive magazine coverage - the
Associated Press has already moved a story - as the new Diet Rite is
rolled out across the country.
While Gross declined to comment on how much Royal Crown is spending on
Diet Rite PR, Royal Crown SVP of marketing Jeffery Spencer has said the
company plans to devote a substantial amount to marketing the drink via
PR, ads and direct mail.
The Diet Rite brand clearly needs a lift. Its sales have declined 46%
since 1991 and it seized a mere 0.3% of the dollars 58 billion US
soft-drink market in 1999. The industry is betting that the arrival of
new sweeteners, approved for use by the FDA in recent years, will
reinvigorate the category by luring consumers turned off by the