PepsiCo tries to clarify Pepsi One's image

Article Abstract:

PepsiCo has spent $100 mil over the last 18 months promoting its diet cola, Pepsi One. The soda has a .8% market share of a $57.9 bil market, Beverage Digest reports. The campaign targets the 18 year to 30 year old consumer segment.

Advertising Activity, Positioning, Campaign Themes, Statistical Data Included, PepsiCo Inc., PEP

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Coke takes ad plunge with ReplayTV

Article Abstract:

Coca-Cola Co. has become ReplayTV's second advertiser, and will run banner ads on ReplayTV's programming. ReplayTV' hopes to help advertisers market to consumers more precisely, by tailoring ads to certain audiences.

Media Use, Contracts, Internet/Web advertising, Internet advertising, ReplayTV

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How a Coke ad campaign fell flat with viewers

Article Abstract:

Due to consumer complaints about a TV ad created by Cliff Freeman & Partners for Coke Classic, Coca-Cola may spend several hundred million to advertise its core brands this year, following the failure of the campaign aimed at younger audiences. Coke followed the Cliff Freeman ads with a series of classic, older ads to celebrate 50 years of Coke ads, further confusing consumers. Interpublic Group will now develop Coke's global brand message, while 11 'hubs' will craft that global message to fit local markets.

Advertising agencies, Criticism and interpretation, Advertising campaigns, Cliff Freeman and Partners

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