Word: coca-cola
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...foot-stomping tunes. Now soft-drink makers are wooing the guzzlers with a flood of new brands. Nine colas have been introduced by major producers in the past 15 months, which is more than in all the years since John Styth Pemberton whipped up the first batch of Coca-Cola in 1886. Says Richard Armstrong, president of Dr Pepper, which has brought out two new brands since last fall: "It would be unusual for even the computer industry to compress so much activity into so short a time...
Many of the newcomers are decaffeinated versions of a company's standard brands. Coca-Cola (1982 sales: $6.2 billion), the largest soft-drink producer, joined the trend last week by rolling out caffeine-free varieties of Coke, diet Coke and TAB in Denver (see above) and Salt Lake City. The Atlanta-based firm, which had only two colas (Coke and TAB) before last July, will now have a total of brand entries in the cola field...
Nevertheless, there have been some stunning recent soda successes. Coca-Cola's new diet Coke, which was introduced last July, is already a brisk seller. For years, the company had feared that putting its famed name on any other product would diminish the sales and standing of the flagship brand. But to the company's surprise, nearly two-thirds of diet Coke sales are coming from new soda drinkers or from other companies' brands...
...space in groceries and supermarkets, where some 52% of all sodas are sold. That battle favors giants like Coke and Pepsi, which have vast sums to spend on the discounts, giveaways and promotions that can help persuade retailers to make room on shelves. Says Brian Dyson, president of Coca-Cola USA: "Some brands are going to suffer reduced space. Others will be dropped completely...
...Japanese already have McDonald's stands, Revlon cosmetics plants, Coca-Cola, American blue jeans and dubbed Hollywood westerns. So why not a Disneyland of their very own? No reason, of course, and this week they get it. After two years of construction, the biggest Disneyland of them all opens Friday on 202 acres of landfill in Tokyo...