Word: coca-cola
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...Coca-Cola knows it has some catching up to do in that market, and so it is trying to introduce its three brands into 80% of the U.S. by December. If successful, that would be the fastest soft-drink launch ever...
...Coca-Cola's ad campaigns for the new products will downplay any possible health benefits of caffeine-free drinks to keep them from luring too many soda quaffers from its regular brands. Says Malcolm MacDougall, president of SSC&B, the New York ad agency that is handling the campaign: "We are not really making a big thing of it. We are telling people that decaffeinated cola is here if they want...
...caffeine battles, of course, are merely the latest skirmishes in the ancient war between Coke and Pepsi. Coca-Cola, which makes Sprite, Fresca, Mello Yello and other brands in addition to Coke and TAB, leads all soft-drink producers, with some 36% of the total market. Pepsi brands, including Mountain Dew, have about 25%. But although regular Coke is still the bestselling soft drink, it has lost some ground to Pepsi since the early 1970s (see chart...
...Coca-Cola has also put together new male-oriented ads. Says a construction worker in one: "At last there is a soft drink that isn't just out for my body." Explains SSC&B's MacDougall: "For about 17 years all of the products in the diet segment were female oriented-the music, everything about them. Men were just allowed to look at those beautiful bodies. But we are changing that...
While some analysts and soft-drink executives fear the explosion of new products will mean market confusion and heavier competition, others believe it will mean larger overall sales. One such enthusiast is Coca-Cola Chairman Roberto Goizueta. Says he: "Even with the multitude of products already on the market, if we expect to keep growing and satisfying the consumer we'll have to create still more. We must create more new flavors, more diet drinks, more caffeine-free ones and even new products that contain caffeine, if consumers continue to want them...