I spied the store below on my wanderings around Bangkok. It was a diversification strategy I had missed.
From what I can decipher from various websites, said jeans have been on the market in Europe for a number of years, and were launched in China and Japan in 2007. Interestingly, there is no effort made to market them in Pepsi’s home, the US of A.
It’s not a brand association I make easily, but I guess if Pepsi is viewed as a symbol of youthfulness and Western rebellion, then jeans are a natural fit.
What next? Fanta pants?