Pepsi unveils new advertising effort, scraps 'Generation Next' campaign

Article Abstract:

When your cola sales volume increases only 1.3% over 10 years compared with Coke Classic's 33% rise, you do something about it, especially if you are Pepsi. What Pepsi has done is a complete turnaround in its advertising. The new tagline is, "The Joy of Cola," there is a new Joy of Cola jingle sung by Aretha Franklin and Isaac Hayes. The voice of Marlon Brando is also used, possibly coming out of the mouth of a little girl. The new campaign debuts March 21, 1999. Omnicom's BBDO New York created the ads.

Comment:

New ad campaign takes a more traditional path

Marketing procedures, Television, Bottled and canned soft drinks, Advertising Activity, Account Activity, Campaign Themes, Slogan, Marketing, Advertising, Abstract, Soft drink industry, PEP, Carbonated beverages, BBDO New York

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Pepsi posts strong earnings while Coke's fizzle

Article Abstract:

PepsiCo Inc. announced a 19% improvement in its continuing operations earnings for the second-quarter of 1998. The figures were higher than what analysts had expected. The earnings figure did not include charges from the same period in 1997. Coca-Cola Co. announced that its net income dropped by 9.4% due to a strong US dollar. Coke's global, unit-case volume increased 10% compared to the same period in 1997.

Comment:

Coca-Cola Co. announced that its net income for 1998 second-quarter dropped by 9.4% due to a strong US dollar

Sales, profits & dividends, Company Planning/Goals, Coca-Cola Co. (Atlanta, Georgia), Article

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