Report: `Power of One' yields payoff at PepsiCo

Kramer, Louise
June 1999
Advertising Age;6/7/1999, Vol. 70 Issue 24, p53
Trade Publication
This article reports on the success of PepsiCo's plan of placing snacks and soft drinks in the same aisle in grocery stores. Ten months after putting an executive in charge of its initiative to leverage the combined strength of its Frito-Lay snack foods and Pepsi-Cola beverages, the marketer is said to be realizing results. Analyst Jennifer Solomon said soft-drink and snack sales in one supermarket jumped 21% after PepsiCo tinkered with displays to create a profit aisle. The aisle, a major tactic in Power of One, jointly merchandises snacks and soft drinks and between both sides of a grocery aisle.


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