TITLE

Root beer tactics range from goofy to ghoulish

AUTHOR(S)
Kramer, Louise
PUB. DATE
March 1999
SOURCE
Advertising Age;3/8/1999, Vol. 70 Issue 10, p3
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the advertising campaigns for the root beer brand of Cadbury Schweppes, Coca-Cola Co. and Pepsi-Cola Co. as of March 8, 1999. Cadbury Schweppes' A&W jumps back into television advertising next month after a two-year absence with an estimated $6 million campaign from Foote, Cone & Belding. At the same time, Coca-Cola is in talks to link its Barq's brand with the television show Buffy the Vampire Slayer, as Pepsi-Cola readies a new advertising campaign for Mug. All three beverages posted sales increases last year, fueled by consumer thirst for something different from a cola product. A&W, Barq's and Mug lead the root beer segment and account for 80% of its sales.
ACCESSION #
1637752

 

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