Word: pepsi-cola
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...This is such a fundamental change from anything we've done in the past," says Lauren Hobart, chief marketing officer for Pepsi-Cola North America Beverages. "It's a big shift. We explored different launch plans, and the Super Bowl just wasn't the right venue, because we're really trying to spark a full-year movement from the ground up. The plan is to have much more two-way dialogue with our customers." (See the 19 stadiums that have hosted the Super Bowl...
...America's pop culture as on its people. Islamic radicals' disgust for consumer America runs as deep as their hate of its policies. "We love death. The U.S. loves life," Osama bin Laden famously said after 9/11, but an Afghan militant perhaps made the point better: "The Americans love Pepsi-Cola. We love death." The sweet, decay-promoting fruits of the American pleasure machine are, to fundamentalists, a threat to their way of life as powerful as any aggressor's army...
...soft-drink industry on its head. Teas, sports drinks, bottled water and energy drinks, once considered niche players, are driving the market, while the once invincible colas have lost their crown. "Carbonated beverages are in serious trouble," says Tom Pirko, president of BevMark, an industry consulting firm. Shipments of soda slipped 0.7% in 2005, says Beverage Digest--the first annual decline in 20 years. Coca-Cola's flagship, Coke Classic, was down 2%; Pepsi-Cola fell 3.2%. And soda is absorbing some of the blame for America's obesity. A study released in early March linked soda to teenage weight...
...find it scandalous to see the prize blooms of French business go abroad, especially under the Pepsi-Cola banner...
...course, possible that Coke can turn its near disaster into a marketing coup. The company now has two Cokes to compete with Pepsi-Cola, as an industry watcher pointed out--one that tastes like Coke and one that tastes like Pepsi. And since the soft-drink maker will still be selling new Coke, none of the millions of dollars spent to launch that product has been wasted. If anything, the furor created by the flavor change has made Coke more of a household word than ever...