Slice (drink)
| A can of Dr.Slice. | |
| Type | Flavored soft drink |
|---|---|
| Manufacturer | PepsiCo, Inc. |
| Country of origin | USA |
| Introduced | 1984 |
| Related products | Sierra Mist, Sprite, Fanta, Teem |
| Website | drinkaslice |
Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in 1984, with the Lemon-Lime and Mandarin Orange flavors.
Varieties of Slice have included Apple, Fruit Punch, Grape, Lemon Lime, Mandarin Orange, Pineapple, Strawberry, Cherry Cola, Cherry-Lime, and Dr Slice (an imitation of Dr Pepper). Originally, the drink was known for containing 10% fruit juice in it, but that was discontinued by 1994.
The original design of the can was a solid color, related to the flavor of the drink. These were replaced around 1991 with black cans, with a colorful burst (once again, related to the flavor of the drink), along with slicker graphics. Around 1997, the cans became blue with color-coordinated swirls.
The concept for Slice, as well as the brand name, positioning strategy and technical characteristics were the creation of new product and product positioning consultant Calle & Company of Greenwich, CT. Hired by Pepsi Vice President Non-Cola Beverage Marketing Judy Fearing and Pepsi Chairman Roger Enrico, Slice provided Pepsi an entree into orange beverage marketing dominated by Sunkist Orange - formulated by Jack Luffingwel. Slice's original "We've got the juice" advertising was not meant to convey the brand's actual fruit juice content. In fact the percentage of juice was consumer-perceived irrelevant. The intent of the "We've got the juice" positioning was meant to convey that the product's performance profile would outperform consumer's experience with Sunkist Orange. Hence, the use of the Manarin Orange flavor - consumer perceived to be more intense than the more familiar navel orange. Unfortunately, Slice was not formulated to taste better than it's principal rival and the product failed to sustain it's high initial-trial consumer appeal. At $495 million a share point, the brand initially hit a $2.4 billion plateau, then decline.
Lemon Lime Slice was replaced by Sierra Mist in most markets in the summer of 2000. Sierra Mist became a national brand in 2003. The rest of the Slice line was replaced in most markets by Tropicana Twister Soda in the summer of 2005, although the Dr Slice variety can still be found in some fountains.
In early 2006, the Slice name was resurrected for a new line of diet sodas from Pepsi, called Slice ONE. Currently, Slice ONE is available exclusively at Wal-Mart stores, in orange, grape, and berry flavors. All three flavors are sweetened with Splenda.
As of April 2007, Slice Orange, Grape, Strawberry, and Slice Orange One can be found in stores around Hammond, Louisiana. No other markets are known to sell the product. It is unknown whether or not Pepsi will entirely resurrect the brand, but recent rumors indicate that Pepsi intends to replace the Tropicana Twister brands of soda with the Slice line. No confirmation of that exists, however.
It should be noted that New York City, NY still has Orange Slice available at some restaurants. A Sbarro in New York City is perhaps the most notable example.
Their Australian PepsiCo equivalent in the 1990's was Miranda.
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