Word: sodaed
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...nearly a down stations along the way as the marchers passed town bars and restaurants participants were required to down a cup or two of beer or soda...
Nevertheless, there have been some stunning recent soda successes. Coca-Cola's new diet Coke, which was introduced last July, is already a brisk seller. For years, the company had feared that putting its famed name on any other product would diminish the sales and standing of the flagship brand. But to the company's surprise, nearly two-thirds of diet Coke sales are coming from new soda drinkers or from other companies' brands...
Although Royal Crown discovered the marketing potential of decaffeinated soft drinks, Philip Morris (1982 sales: $11.7 billion) turned caffeine-free soda into a national craze. After acquiring Seven-Up Co. in 1978, the tobacco and beer firm initially had little luck. Ad campaigns proclaiming that "America is turning 7Up!" could not keep the lemon-lime drink from falling behind Dr Pepper in market share. But last year Philip Morris seized on rising public fears about caffeine and proclaimed that 7Up "Never had it. Never will." The company also launched Like, the second decaffeinated cola after Royal Crown. Recalls Seven...
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...
...next battleground in the soft-drink industry is likely to be over the sweeteners used in diet drinks. Low-calorie sodas, which make up some 20% of the carbonated-beverage market, have been growing at a 10% to 15% annual clip. That delights firms because diet drinks are the most profitable ones they make. Reason: saccharin, used in most diet soft drinks, costs one-tenth as much as sugar. But there is some concern that saccharin in extremely large doses may cause cancer; besides, the sweetener leaves an aftertaste. Firms have been experimenting with other artificial sweeteners. One of them...