Word: 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...
...newest twist in the war for the taste buds of America is the shift in diet-cola advertising campaigns to appeal to male audiences. "We have found that 40% of our Pepsi Light drinkers were men, even though we never made a point of reaching them," says Joseph Block, PepsiCo vice president. Pepsi has accordingly embarked on a $10 million drive to "reposition" Pepsi Light closer to the men's locker room. One new commercial in fact is shot in a football locker room and features singing and dancing behemoths of the New York Giants defensive unit declaring that...
...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...