SBD/9/Sponsorships Advertising Marketing

COCA-COLA'S NEW ADS TO STRESS "LESS-SWEET" TASTE

     Coca-Cola is "injecting new fizz into the cola wars by
stressing Coke's less-sweet taste in a significant multimillion-
dollar" ad campaign on Spanish language TV.  It's likely to be
introduced "sometime soon in a mainstream-market, English-
language version."  The Spanish-language ad features comedian
Jerry Lewis as a "refreshment guru."  Jesse Meyers, editor and
publisher of BEVERAGE DIGEST, said that this new ad may be Coca-
Cola's attempt to "head off any potential incursion Pepsi Max
would make," if Pepsi introduces the new cola within the next
year.  Pepsi Max is a cola that is less sweet than regular pepsi
but sweeter than Diet Pepsi.  Pepsi already sells the product in
Canada and Europe (Stuart Elliott, N.Y. TIMES, 11/9).
     COLLEGE COLA WARS:  In Chicago, Kenneth Clark examines the
cola wars on college campuses, and notes the recent exclusivity
deals both Coca-Cola and Pepsi have signed sith universities:
"The growing eagerness to grant Coke or Pepsi campus monopolies
in return for cash is an outgrowth of the increased demand for
public funds for health and crime programs versus education"
(CHICAGO TRIBUNE, 11/9).
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Related Topics:

Coca-Cola, PepsiCo

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