TITLE

RC battles bigger colas with unique guarantee

AUTHOR(S)
Thompson, Stephanie
PUB. DATE
February 2000
SOURCE
Advertising Age;2/7/2000, Vol. 71 Issue 6, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents information on a marketing strategy employed by Royal Crown Co. in the U.S. market for its RC Cola products in February 2000. The company is trying to lure back consumers with a return to advertising and a money-back guarantee that cola connoisseurs will love the taste of its RC products. The company, on the road to recovery from years of double-digit sales declines, hopes the guarantee will illustrate a clear point of difference--enough to bring back consumers lost to Coca-Cola Co., PepsiCo and a growing number of premium private-label brands. To do that, the distant No. 3 cola player is introducing the first-ever refund offer in the softdrink category--no questions asked--if consumers are not completely satisfied. The company also plans to tie in with events and Web sites, possibly among them value.com, according to Jeffrey Spencer, senior vice president for marketing at Royal Crown.
ACCESSION #
2751358

 

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