Word: pepsico
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...baseball bat, clad in throwback simple sneakers. In India, Reebok replaced the lad with a grizzled, bearded snake charmer in a turban--with a flute and a woven, cobra-filled basket--and pristine white sneakers. Sales of Reebok footwear are growing at 30% a year. Rajeev Bakshi, chairman of Pepsico India, pushed the same idea a step further. "We took the variable of nationalism," he says. Earlier this year, for the Cricket World Cup, a sporting event in India of Super Bowl importance, Pepsi launched a fluorescent-blue cola matching the color of the wildly popular national cricket team...
SIERRA MIST PepsiCo last year called a halt to its distribution deal with 7Up and launched this challenger to 7Up and Sprite. It has a traditional lemon-lime soda taste but is slightly sweeter than the competitors. --L.McL...
Meanwhile, the food industry's giants are expanding their organic efforts. Heinz plans to launch a premium-priced organic ketchup later this summer, and PepsiCo's Frito-Lay division is test marketing natural and organic versions of its snacks. The multinationals have also been snapping up small organic- and natural-foods firms, retooling their offerings and bringing more marketing and distribution savvy to the mix. Since Heinz bought a 19.5% stake in the Hain Celestial Group--a conglomerate that includes Celestial Seasonings teas and Earth's Best organic baby food--the ketchup king has pushed Hain products into...
...using this ancient tag line underscores a problem: Coke hasn't had a catchy verse to crow about in years, and although it spent nearly $2 billion last year advertising its various brands around the globe, Coke saw its share of the critical U.S. cola market decline. Meanwhile, PepsiCo is riding a sizzling Britney Spears?led ad campaign to a bigger share, and has launched an audacious assault on Coke's long-held sponsorships. The cola fight is heating up, and Pepsi is landing most of the punches...
...share - but that's down four-tenths of a point. Both companies' flagship colas, which together account for 1 of every 3 sodas sold in the U.S., lost share last year. But Coke's lost more, and Pepsi scored big with new flavors Code Red and Lemon Twist. PepsiCo recently embarrassed its bigger rival by snatching away the National Football League sponsorship, which had been Coke's for 22 years. Coke, meanwhile, dismisses the NFL setback as less important than the individual sponsorships it retains with two-thirds of the league's teams. "We're still an NFL sponsor," asserts...