Josta

Josta is a soft drink brand that was produced by PepsiCo. It was the first Energy Drink launched by a major US beverage company. Josta's flavor has been described as predominately fruity, with a hint of spice and a touch of the key ingredient guaraná. It was marketed as a "high-energy drink" with guaraná and caffeine. Josta was the first brand to use a marketing strategy called infiltration marketing; PepsiCo subsequently adopted infiltration marketing tactics on all of its major brands.

Josta was introduced in 1995, but PepsiCo pulled the drink from its lineup due to a change in corporate strategy in 1999. Far from a short-lived failure, Josta existed long enough to establish a solid following of drinkers. For example, the "Association for Josta Saving" was started in 1998, before the drink even left shelves, a "Save Josta" campaign to pick up where AJS left off, and a petition was launched by fans of the drink.

The Save Josta Campaign has declared April 4, 2007 "National Josta Day" in hopes of encouraging a slew of simultaneous write-ins and phone calls to PepsiCo. This concept has been used by other similar campaigns, such as "Save Surge", a movement to restore the defunct Coca-Cola beverage Surge.