Word: pepsi
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Dates: during 1960-1969
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...play without finding an automatic cola dispenser handy. In the huge industry that has grown up to satisfy this thirst, 77-year-old Coca-Cola is still by far the leader, with 1962 sales of $568 million and profits of $47 million. Coke's closest competitor is Pepsi-Cola, which has closed part of the gap in the last decade by aggressive marketing but still trails Coke with 1962 sales of $192 million and profits of $15 million. Third in the field, but far behind both Coke and Pepsi, is Royal Crown, with 1962 sales of $28 million...
...growing market. This week Coca-Cola begins a $53 million advertising campaign in which its classic "Pause That Refreshes" will give way to what Coke calls a "one-sight, one-sound, one-sell" approach based on the slogan that "Things Go Better with Coke." Fortnight ago at Pepsi-whose slogan is "For Those Who Think Young"-New President Donald Mclntosh Kendall, after only a month on the job, wielded a broom that swept out six vice presidents and will brush in a revamped, decentralized distribution system aimed at making Pepsi a more powerful challenger to Coke...
...Problems. Pepsi's Kendall, a husky, hard-working onetime fountain-syrup salesman who tripled sales and quintupled profits in six years as Pepsi's international president, has much in common with Coca-Cola's President J. Paul Austin, who took over his company last year. Both have Southern ties: Kendall was a football tackle for Western Kentucky State College; Austin spent his early youth in LaGrange, Ga., before moving up to Harvard Law School. Both are unusually young to head major corporations: Kendall is 42, Austin 48. Both advanced up the corporate ladder through the export division...
...revolution of 1958, Venezuelans-fed up with ten years of police brutality-opted for heavily diluted police authority. Today, rather than one central police force, Caracas has six-all with different bosses and varying assignments. Cooperation is a sometime thing. Last week, after four men held up a Pepsi-Cola warehouse seven miles outside Caracas, an employee pursuing them down the highway stopped at a police checkpoint. "We have nothing to do with that," said the cop on duty. "Go to the technical judicial police." A few months ago, two prowl cars from different forces apparently answered the same call...
...soft drinks will double in 1963 to $200 million, accounting for 7% of the soft-drink market. Some 400 plants are bottling artificially sweetened* drinks that have 1 to 3 calories a glass instead of the usual 60. This year, for example, Coca-Cola has launched "Tab" cola and Pepsi-Cola has introduced its "Patio" family of five different flavors. Both companies report that the low-calorie beverages have not cut sales of the con ventional colas; instead they have lured customers who seldom before bought soft drinks. Though distribution expenses run high, sugar-free drinks bring sweet profits because...