Pepsi Americas, the local bottler of the PepsiCo products, will invest 3 million dollars in its non-carbonated soft drinks portfolio and relaunch the Prigat brand, a process that targets the packaging and brand communication. The producer has recently started the biggest campaign to promote Prigat since its launch in Romania in 1994. "Prigat was the first non-carbonated drinks brand in Romania and accounts for approximately one third of the company's sales in terms of volume and value," said Andreea Nicolcea, senior brand manager of Prigat at Pepsi Americas. She expects sales to see a double-digit increase once the brand has been relaunched.
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