| 21. | "Border Lights has done what we wanted it to do, " said Valerie Brown, Border Lights vice president of marketing.
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| 22. | PepsiCo also was banking heavily on Border Lights to rejuvenate its restaurant business, which has been a drag on company profits.
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| 23. | In addition, Taco Bell has languished after its reduced-fat Border Lights Mexican-food menu failed to increase the customer base in 1995.
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| 24. | "They seem to be losing some of their core Taco Bell consumers due to the Border Lights menu, " said Conway.
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| 25. | Others felt the switch when Border Lights were still in their launch phase was unusual and a hint all was not well.
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| 26. | The stunt, attempting to create demand for its new Border Lights fare, was believed to be the largest restaurant giveaway in history.
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| 27. | "Border Lights are coming, " the PepsiCo Inc . unit teased in commercials for the reduced-fat items during last January's Super Bowl.
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| 28. | Border Lights is much healthier than a lot of the other options consumers could choose, and we want them to know that,
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| 29. | The company spent $ 75 million to introduce Border Lights, predicting in January that sales would top $ 1 billion by 1996.
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| 30. | He predicted that the Border Lights menu would be " a $ 5 billion business by the end of the century ."
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