National Guard Extends With Earnhardt Pepsi Expanding On NFL Sponsorship PepsiCo Signs Deal For 49ers' Levi's Stadium Tony Stewart Promotes Coke Zero 400 Coca-Cola Signs Four Olympians For Sochi Entertainers Helping Sports Sponsorship Awareness Coke, AT&T To Sponsor "Conan" Shows In ATL Gatorade Debuts New TV Ad Gordon Discusses Pepsi Max Viral Video Pepsi Max Prank Video An Internet Sensation
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).