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SBD/9/Sponsorships Advertising Marketing
COCA-COLA'S NEW ADS TO STRESS "LESS-SWEET" TASTE
Published November 9, 1994
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).