Josta
| Type | Energy soft drink |
|---|---|
| Manufacturer | PepsiCo |
| Country of origin | United States |
| Introduced | 1995 |
| Discontinued | 1999 |
| Related products |
Vault Bawls Surge Jolt |
Josta was a soft drink brand that was produced by PepsiCo and the first energy drink ever introduced 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 introduced in 1995, but PepsiCo pulled the drink from its lineup due to a change in corporate strategy in 1999. Shortly before the beverage was discontinued, an "Association for Josta Saving" was started.[1][2] A "Save Josta" campaign was also launched by fans of the drink; their website "www.savejosta.com" was defunct for several years but was reactivated in 2011.[3]
Advertising
Josta used the slogan "better do the good stuff now." In a commercial for Josta an old man speaks to a younger man. The older man tells the younger man about his life as a youth, and how he wished he had more fun.[4]
References
- ↑ McLaren, Carrie (January 20, 1999). "Should I?". stayfreemagazine.org. Retrieved June 6, 2011.
- ↑ Leith, Scott (October 14, 2003). "Keeping Tab(s): Brands' fans loyal". The Atlanta Journal-Constitution
- ↑ "Save Josta Home Page". savejosta.org. Retrieved May 6, 2013.
- ↑ Josta at snackmemory.com