Josta

Josta was a soft drink brand that was produced by PepsiCo and the first energy drink ever introduced by a major US beverage company. It was marketed as a "high-energy drink" with guaraná and caffeine.

Not to be confused with Jostaberry.
Josta
TypeEnergy soft drink
ManufacturerPepsiCo
Country of originUnited States
Introduced1995
Discontinued1999
Related productsVault
Bawls
Surge
Jolt

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
  1. McLaren, Carrie (January 20, 1999). "Should I?". stayfreemagazine.org. Retrieved June 6, 2011.
  2. Leith, Scott (October 14, 2003). "Keeping Tab(s): Brands' fans loyal". The Atlanta Journal-Constitution.
  3. "Save Josta Home Page". savejosta.org. Archived from the original on April 23, 2014. Retrieved May 6, 2013.
  4. Josta Archived 2014-12-15 at Archive.today at snackmemory.com


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