According to the announcement, Starry, using the tag line, "Starry Hits Different," brings a new lemon lime flavor to the mix for consumers who are simultaneously optimistic about the future and brings a sense of irreverence to their everyday.
"At PepsiCo, we are hyper-focused on consumer centric innovation, and we know there's a strong demand for lemon lime flavored soda with the category continuing to accelerate," Greg Lyons, chief marketing officer at PepsiCo Beverages North America, said in the announcement. "With one product dominating the category, consumers deserve another option … one that hits different. Starry is bright, optimistic, and rooted in culture and fun."
Starry is caffeine-free and available in a variety of sizes.
"With Starry, we were able to create a game-changing recipe with the perfect balance of lemon lime flavor and sweetness compared to the competition," Danielle Barbaro, vice president R&D at PepsiCo Beverages North America, added in the announcement.
In the coming months, the Starry brand will make a series of announcements about its marketing plans, including a national TV commercial, 360 digital and social content and large-scale sports, culture, and entertainment partnerships.