Mission Statement: A note to Pepsi and its bottlers.

Dear PepsiCo/Pepsi Bottler,

Energy drinks have only recently found the success Pepsi had hoped for when it created Josta. The exotic ingredient in Josta, guaraná, is now possibly the most popular flavoring in the plethora of energy drinks currently available.

Josta was ahead of its time. In the current market where gamers and paintballers drink piles of the small, expensive bottles of Bawls Guaraná, and where even Anheuser-Busch is adding stimulants to malt beverages, Josta would shine as a decent tasting, drinkable energy soda.

Coca-Cola has already found success in Vault, a soda marketed for both its taste and its high caffeine energy boost.

Josta, re-released and carefully targeted at the energy market, will find enough sales in former drinkers and energy seekers to sustain it long enough to establish itself with regular soda drinkers, as long as there is a diet variant.

In addition to the infiltration marketing tactic used during the 1995 release, a new marketing campaign requires a nationwide blitz, focused on Josta's core fans, especially those in the gaming community.

Every drink can't be loved by every person, but most who tried Josta, loved it. That's why, nearly a decade later, there are still tons of us out here willing to fight. We just need more people to try it.

Please let PepsiCo know there IS still an interest in Josta, even after all these years, and with a retuned image it could find a very successful niche in the realm of energy drinks. That they need to get back to their core youth market and away from drinks like the more mature Pepsi Jazz, which in my opinion could hurt the brand's image.

We need our Josta.

Thank you,

The Save Josta Campaign

Why we think Josta should return.

1. Josta was a great product and an innovative concept launched at the wrong time.

Today’s market for energy drinks is perfectly suited to an exotic soda with guarana and high levels of caffeine.

2. It's a perfect competitive counter to Coca Cola’s VAULT.

Vault Red Blitz is a sweet berry-flavored energy soda that contains guarana.
Josta is a head-on competitor in flavor and content.

3. Old fans would buy tons of it.

In addition to the countless new drinkers Josta would find in the energy drink market, and among caffeine fiends from the gaming and paintballing community, thousands of existing Josta lovers who have been pining for the drink for years would stock up with a long term supply.

Pepsi states Josta was discontinued due to less than expected sales, as if the soda itself were at fault. We believe the number of hardcore fans Josta earned proves it was an excellent soda, and that its failure is attributable to unsuccessful marketing, and, the market itself.