July 21, 2010
New Cola War Breaks Out
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?
MY COMMENTARY:
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.
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