Jazz

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Jazz was a PepsiCo zero-calorie soft-drink line introduced in 2006 and discontinued after weak sales.

Last updated August 31, 2026

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Overview

Jazz was an American zero-calorie soft-drink brand introduced by PepsiCo in the summer of 2006 as a named variant of Diet Pepsi. Rather than presenting a conventional cola extension, PepsiCo gave the line a dessert-oriented flavor profile and a highly stylized identity intended to distinguish it from the broader Diet Pepsi portfolio. The initial range consisted of Black Cherry and French Vanilla and Strawberries and Cream. Caramel Cream was added in 2007, expanding the line around the same sweet, indulgent flavor concept. The brand was developed during a period when major soft-drink companies were experimenting with flavored and low-calorie extensions to maintain interest in mature cola categories. PepsiCo reportedly considered the names "Splurge" and "Indulge" before selecting Jazz. The final name supported a music-centered visual and advertising platform, summarized by the tagline "Jazz, the new sound of cola." The brand's packaging and promotional materials presented it as a more expressive and novelty-oriented alternative to standard diet cola rather than simply another formulation of Diet Pepsi. PepsiCo supported the launch with a substantial advertising program. A television commercial created by DDB used jazz and blues imagery, featured actress Leah Elias, and incorporated music by Groove Collective member Genji Siraisi. The company also purchased a four-page People magazine advertisement containing an elaborate interactive-style print execution: a three-dimensional bottle image, an embedded audio element playing part of the campaign soundtrack, and a scratch-and-sniff feature intended to evoke the product's aroma. PepsiCo had contemplated an interactive website that would allow visitors to remix Siraisi's soundtrack, although that feature was not ultimately developed. The campaign's cultural targeting attracted commentary. Ethnomusicologist Mark Laver interpreted the music and advertising approach as an effort to appeal particularly to younger African American consumers. The campaign was also discussed in relation to Coca-Cola's contemporaneous use of jazz-associated branding, including the company's financial support for Jazz at Lincoln Center and the naming of a related performance venue. Pepsi brand manager Lauren Scott said that Pepsi's Jazz campaign and Coca-Cola's activities were unrelated. Jazz did not achieve sustained commercial traction. Its website was shut down in May 2008, and the product had been discontinued by that time according to the referenced account. Poor sales and the stronger performance of Pepsi Max, another PepsiCo diet-cola extension launched in North America in 2007, were identified as factors in the brand's withdrawal. The line was therefore short-lived, remaining primarily notable as an example of PepsiCo's mid-2000s experimentation with dessert flavors, music-led branding, and immersive advertising formats in the zero-calorie soft-drink market.

History

Jazz was a short-lived American soft-drink line created by PepsiCo and introduced in the summer of 2006. It was not an independent cola company but a specifically branded extension of Diet Pepsi. The product emerged as PepsiCo explored ways to give the mature diet-cola category additional novelty through unusual flavors, differentiated packaging, and more culturally distinctive marketing. Before settling on Jazz, PepsiCo considered names including Splurge and Indulge. The selected name allowed the company to construct a music-based identity around the product. Its advertising tagline, "Jazz, the new sound of cola," framed the drink as a sensory and stylistic variation rather than a routine flavor addition. The initial products were Black Cherry and French Vanilla and Strawberries and Cream. Both combined a zero-calorie cola base with sweet, dessert-like flavor cues. A third product, Caramel Cream, followed in 2007. The launch received an unusually elaborate promotional treatment for a soft drink. DDB developed a jazz- and blues-themed television advertisement featuring actress Leah Elias and music by Genji Siraisi of Groove Collective. PepsiCo also ran a four-page People magazine spread that used a pop-up bottle image, an embedded audio feature, and a scratch-and-sniff component. An interactive website allowing consumers to remix the campaign soundtrack was considered but never completed. These executions sought to make the product feel experiential and fashionable, linking flavor experimentation with music and youth culture. The campaign generated discussion about audience targeting and competitive context. Mark Laver, an ethnomusicologist, argued that the campaign appeared designed to reach a young, particularly African American audience. At approximately the same time, Coca-Cola was associating its own brand with jazz through a major contribution to Jazz at Lincoln Center, including support connected to a new performance venue. The overlap led to comparisons between the companies' jazz-related branding, although Pepsi brand manager Lauren Scott said the initiatives were not connected. The line failed to establish a durable market position. PepsiCo shut down the Pepsi Jazz website in May 2008, and the referenced account states that the product had already been discontinued by then. Poor sales and the stronger performance of Pepsi Max, which PepsiCo launched in North America in 2007, were cited as reasons for the withdrawal. Jazz consequently became a discontinued Pepsi product remembered for its unusual dessert flavors and ambitious multimedia campaign rather than for long-term distribution or market share.

2008
Website closure and discontinuation
[1]Jazz (soft drink)en.wikipedia.org
The Pepsi Jazz website closed in May, and the product was discontinued around this period after weak sales.
2007
Caramel Cream joins the range
[1]Jazz (soft drink)en.wikipedia.org
PepsiCo added Caramel Cream as a third dessert-themed Jazz flavor.
2006
Jazz launches as a Diet Pepsi variant
[1]Jazz (soft drink)en.wikipedia.org
PepsiCo introduced Jazz in the United States with the Black Cherry and French Vanilla and Strawberries and Cream flavors.

Products and positioning

A novelty-oriented, dessert-flavored zero-calorie cola positioned as a more expressive and indulgent alternative to conventional Diet Pepsi, supported by music-centered branding.

Zero-calorie flavored cola · 2006
Black Cherry and French Vanilla
An original Jazz flavor combining a black-cherry note with French vanilla over a Diet Pepsi-style zero-calorie cola base. It represented the line's central proposition: a familiar diet soft drink recast with a sweet, dessert-inspired flavor combination.
Zero-calorie flavored cola · 2006
Strawberries and Cream
An original Jazz flavor built around strawberry and cream cues. Like the rest of the line, it was presented as a dessert-like alternative to ordinary diet cola rather than as a conventional fruit soda.
Zero-calorie flavored cola · 2007
Caramel Cream
A caramel-and-cream flavored Jazz variant introduced after the initial launch. Its profile extended the brand's indulgent dessert positioning while retaining the zero-calorie soft-drink format.

Marketing campaigns

2006Jazz, the new sound of cola
United States
PepsiCo promoted Jazz through a music-led campaign developed by DDB. The television execution used jazz and blues styling, featured Leah Elias, and included a soundtrack by Genji Siraisi. Print promotion in People magazine added pop-up, audio, and scratch-and-sniff elements.
Outcome. The campaign gave the launch a distinctive identity, but the product did not achieve sustained sales and was later discontinued.
Source

Brand decisions

2008
Withdraw Jazz from the marketStrategy
Background
The line experienced poor sales while Pepsi Max performed better in North America.
Action taken
PepsiCo shut down the Pepsi Jazz website and discontinued the product.
Aftermath
Jazz became a discontinued Pepsi product with no continuing commercial presence identified in the reference material.
Source
2007
Expand the line with Caramel CreamProduct launch
Background
The initial Jazz range focused on sweet, dessert-like flavor combinations.
Action taken
PepsiCo added Caramel Cream as a third flavor.
Aftermath
The additional flavor did not prevent the brand's subsequent discontinuation.
Source
2006
Launch a dessert-flavored Diet Pepsi extensionProduct launch
Background
PepsiCo was experimenting with flavored and differentiated diet-cola products in a mature soft-drink market.
Action taken
The company introduced Jazz with two dessert-inspired flavors and gave it a separate music-oriented brand identity.
Aftermath
Jazz remained a short-lived line and was ultimately withdrawn after weak sales.
Source

Recent events

2022.03.14
Reported2022.03.14
JazzCash appoints Atyab Tahir as CEO[2]JazzCash任命Atyab Tahir为首席执行官dnd.com.pk
Jazz announced Atyab Tahir’s appointment as CEO of JazzCash, effective May 1, 2022.
2021.12.15
Reported2021.12.15
Jazz and USF partner to extend 4G coverage on motorways[3]Jazz与USF合作扩展高速公路4G覆盖dnd.com.pk
Jazz and Pakistan’s Universal Service Fund (USF) signed contracts for Jazz to provide 4G services on unserved segments of the M-3 and M-5 motorways. The projects are stipulated to be completed within 12 months.
2021.10.15
Reported2021.10.15
Jazz receives Best Taxpaying Company award[4]Jazz获评最佳纳税企业dnd.com.pk
Jazz received the Best Taxpaying Company award in the large taxpayers category at the inaugural Taxpayer Recognition Awards organized by the Rawalpindi Chambers of Commerce and Industry in collaboration with Pakistan's Federal Board of Revenue.
2021.10.05
Reported2021.10.05
Jazz partners with Alkira to provide multicloud networking[5]Jazz 与 Alkira 合作提供多云网络服务dnd.com.pk
Jazz partnered with Alkira to deploy Alkira's cloud networking as-a-service offering and provide multicloud networking solutions to enterprise customers.
2021.06.23
Reported2021.06.23
Jazz secures Rs 50 billion credit facility[6]Jazz获得500亿卢比信贷额度dnd.com.pk
Jazz secured a Rs 50 billion syndicated credit facility from a banking consortium led by Habib Bank Limited. The 10-year facility is intended to finance ongoing 4G network rollouts and technology upgrades.
2021.06.16
Reported2021.06.16
Sinch partners with Jazz on A2P messaging security[7]Sinch与Jazz合作保障A2P消息安全uk.finance.yahoo.com
Sinch partnered with Jazz to provide managed SMS firewall and A2P services intended to help protect Jazz subscribers from spam and fraud.
2021.05.24
Reported2021.05.24
Jazz and USF sign agreement to provide 4G services in three Sindh districts[8]Jazz与USF签约在信德省三个地区提供4G服务dnd.com.pk
Jazz and Pakistan's Universal Service Fund (USF) signed a contract to provide 4G services in Jacobabad, Shikarpur and Kashmore districts of Sindh. The project is intended to bring high-speed mobile broadband to more than one million underserved residents and is to be completed within 12 months.
2021.03.23
Reported2021.03.23
VEON completes acquisition of remaining Jazz stake[9]VEON完成收购Jazz剩余股份propakistani.pk
VEON concluded its acquisition of Dhabi Group’s 15% minority stake in PMCL, the operating company of Jazz, for USD 273 million, giving VEON 100% ownership of PMCL.
2021.02.08
Reported2021.02.08
Honda Cars India announces February vehicle discounts[10]Honda Cars India宣布2月汽车优惠carandbike.com
Honda Cars India announced February discounts and other purchase benefits on selected BS6 models, including the Amaze, City, WR-V and Jazz. The offers were valid through February 28, 2021, or while stocks lasted.
Unconfirmed
Honda Cars India announces February discounts[11]本田印度宣布二月优惠cartrade.com
Honda Cars India announced discounts and exchange or loyalty benefits across several models for February 2022; the offers were valid through February 28, 2022.

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