Word: pepsis
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...Shaq spot is part of a boom in time-travel ads: luxury-car maker Mercedes-Benz has an ad with a cruising SL500, showing the evolution of the SL class through the decades; Pepsi also unveiled a similar Britney Spears ad during the Super Bowl. Ad experts say consumers like the idea of products that weather the times--it's the exception to the advertising rule that associates old with bad. In the post-9/11 era, that sentiment is growing stronger. "You're buying the same thing that someone bought in the '50s and '60s," says Breck Eisner...
...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...
...Start with Pepsi's share of the U.S. carbonated soft-drink market, including brands like Mountain Dew and Slice: up two-tenths of a percentage point to 31.6% last year, Beverage Digest reports. Coke brands, including Diet Coke and Sprite, still lead easily with a 43.7% 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...
...That's what I'd say if I were them," counters Dawn Hudson, Pepsi's senior vice president of strategy and marketing. Beneath Coke's outward calm, executives are seething over the NFL loss. The last thing the company wanted was a high-profile setback while Pepsi was gaining share. Even Dunn concedes that he fought until the end to keep the sponsorship. What carried the day for Pepsi, some say, wasn't just money but an aggressive promotional plan, the kind that takes months to design. Caught off guard by Pepsi's gambit, Coke simply didn1t have time...
...Wall Street is the judge of who's winning, there's no contest. Pepsi shares are trading near an all-time high and have almost doubled during Coke's long malaise, and Pepsi rates a strong buy from twice as many analysts. The news is no better for Coke among advertising experts. "There's nothing great going on over there," says marketing consultant Al Ries in Atlanta. He gives Pepsi far better marks for "effectively using visuals like Britney Spears to reinforce Pepsi's image that it is for the young generation." And for companies that sell very similar sugar...