Colas struggle to reverse slump in market share

Kramer, Louise
September 1999
Advertising Age;9/27/1999, Vol. 70 Issue 40, ps22
Trade Publication
This article reports on the struggle of cola manufacturers in the U.S. to refocus marketing and advertising programs on their core products, as of September 1999. Pepsi-Cola has reinforced its Pepsi brand with new diet cola Pepsi One, given a $100 million launch last fall. Coca-Cola plans to focus more on Coca-Cola Classic by stressing real lives in television spots entitled Always, running now for six years. Triarc Beverage is preparing new advertisements for 2000 to help combat steep sales declines.


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