James Tenser

New Cola War Breaks Out

July 21, 2010

FROM RETAILWIRE:
It's been a long time, but Coke and Pepsi are back at it again. The cola wars, this time with a zero calorie angle, are on. Will Coke and/or Pepsi benefit from a new cola war? Who won the previous one?      [more...]

I'll concede I harbor a twinge of nostalgia for the old cola wars. But minute examination of TV advertising creative seems a bit quaint these days too. Brand equity is hotly pursued in social and mobile media; while every smart shopper/marketer today knows the game is won or lost in store-level distribution. For many diet cola drinkers, their favorite brand is the one on deal that week.