Just Dew it: Green soda poised to pass Diet Coke

Kramer, Louise
August 1999
Advertising Age;8/23/1999, Vol. 70 Issue 35, p3
Trade Publication
This article reports on how Pepsi-Cola Co. plans to raise Mountain Dew to the third most popular soft drink in the U.S. as of August 1999. Pepsi-Cola will escalate media spending in 2000 above its current $40 million budget, according to executives familiar with the plans. If Mountain Dew overtakes Diet Coke, it will shift bragging rights as to which beverage giant markets two of the top three soft-drink brands in the U.S. Pepsi's goal is to hike Mountain Dew sales 10% in 2000. To do so, the marketer plans to broaden the brand's appeal to more mainstream consumers.


Related Articles

  • Pepsi's challenge: Double Japan share. Kilburn, David // Advertising Age;12/10/1990, Vol. 61 Issue 51, p36 

    Reports the aim of Pepsi-Cola International to increase its share of Japan's soft-drink market by March 1995. Launch of Jazzinn, Pepsi's carbonated tea, in the country; Products offered by the company; Amount spent by Pepsi on advertising in 1989.

  • The dating game.  // Advertising Age;4/11/1994, Vol. 65 Issue 15, p21 

    The article comments on Pepsi-Cola Co.'s promotion of freshness dating on soft-drink cans in the U.S. The company is spending $20 to $30 million in the promotion. According to the company, people are becoming more aware of freshness in foods. The concern however is whether freshness dating will...

  • Soft Drinks. Hein, Kenneth // Brandweek;4/25/2005, Vol. 46 Issue 17, pSR28 

    Reports on the trends in the advertising spending of the soft drink industry in the U.S. as of April 25, 2005. Increase in the sales of diet colas; Plans of Coca-Cola Co. to expand its diet soda category in the summer of 2005; Budget of Pepsico Inc. for advertising campaigns.

  • Soft drink ad spend dips. Parsons, Russell // Marketing Week;3/12/2009, Vol. 32 Issue 11, p30 

    The article reports on the decline in advertisement spending by soft drink manufacturers in Great Britain during 2008. According to a report by Britvic Soft Drinks Ltd., brands spent 103 million pound on advertising in 2008, which is less than the 128 million pound spent in 2007. The report...

  • Why aren't soft-drinks companies investing more in new product development? Reynolds, John // Marketing Week;1/17/2008, Vol. 31 Issue 3, p8 

    The article reports that most soft-drinks companies in Great Britain opt to spend more time on revamping their existing product portfolio than on developing new products, as part of an effort to increase sales. Many companies launch variants of their products, such as Coke Zero and Diet Coke...

  • Pop Go the Points. Taylor, Rod // Promo;Mar2006, Vol. 19 Issue 4, p66 

    The article discusses how Pepsi Stuff, Pepsi's first frequent-buyer program, was able to effectively establish a link between home-purchase soft drinks and QSR product. Pepsi Stuff was developed by Pepsi-Cola in order to counter the clout of Coca-Cola during the Atlanta Centennial Olympic Games....

  • Word from Wall Street Soft Drink Edition.  // Beverage World;1/15/2005, Vol. 124 Issue 1, p24 

    Comments on the market performance of the U.S. soft drink industry in 2004. Flaws in the marketing strategy of Coca-Cola; Forecast on the expenditures of PepsiCo in 2005; Opportunities that could restore growth in carbonated soft drinks.

  • Coke shifts strategy as Surge fizzles. Chura, Hillary // Advertising Age;2/12/2001, Vol. 72 Issue 7, p1 

    The article reports that soft-drink giant Coca-Cola Co. is shifting its strategy because the company did not achieve the results it wanted from the carbonated product Surge. Surge is the company's answer to Pepsi-Cola Co.'s Mountain Dew. It was introduced in 1997 with a $13.6 million budget. The...

  • PepsiCo: product placement for profits?  // MarketWatch: Global Round-up;Apr2005, Vol. 4 Issue 4, p42 

    The article reports on the marketing strategy of PepsiCo Inc. The company's drive for widespread product placement is taking the emphasis away from the health associations with the Pepsi brand and appealing to more sensory trends driving consumer choice. The impact limitation of post-production...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics