Pepsi Using Super Bowl To Hype Premium Water Coke Vs. Pepsi At Bowl Venues Pepsi Renews Sponsorship Deal With Cowboys LeBron James Starring In New Sprite Campaign Lady Gaga Set To Headline SB Halftime Coca-Cola Going Big On Social Media Around Rio Emmanuel Seuge Set To Depart Coca-Cola Coke's Bea Perez Gets Expanded Authority Coke Scales Back Global Olympic Marketing Coca-Cola Takes Hit With Spieth Withdrawal
SBD/20/Sponsorships Advertising Marketing
THE COLA WARS OVERSEAS RESEMBLE THAT OF THE STATES
Published January 20, 1995
PBS' "Nightly Business Report" examined the new "battle for Britain" between Coke and Pepsi. Pepsi will be using "a new advertising weapon" in supermodel Cindy Crawford. PepsiCo Int'l/Europe VP/Advertising Larry McInstosh: "Today Coke and Pepsi are neck and neck in the States. And while a lot of factors have contributed to our success, it was our advertising that really convinced millions of Americans to be part of the Pepsi generation." In November in the UK, Coke's market share "dipped below 50% for the first time ever" to 42.2%, while Pepsi had a 20.1% market share ("NBR," PBS, 1/19). Pepsi's new U.S. campaign, which debuts during the Super Bowl, will feature the slogan: "Nothing Else is a Pepsi." The company is "backing off from its youth kick" and emphasizing "brand tradition" in order to target a wider audience (Harry Berkowitz, N.Y. NEWSDAY, 1/20). In New York, Stuart Elliott examines Coca-Cola's agency strategy --based on creative criteria instead of those used to dealing with huge corporations (N.Y. TIMES, 1/20).