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BEVERAGE NEWS: COKE'S '95 CAMPAIGN; BUD'S ICE AGE
Published February 14, 1995
Coca-Cola unveiled its 13 new commericials for its flagship brand, Coke Classic, which continue the succesful "Always" campaign for the 3rd year. The slogan has been changed slightly to "Always and only Coca-Cola." In Atlanta, Chris Roush writes that five of the ads "place heavy emphasis on battling private- label sodas" (ATLANTA CONSTITUTION, 2/14). "Qualities like taste, the contoured Coke bottle and the red disk logo are even more prominently stressed than in the last two years" (Stuart Elliott, N.Y. TIMES, 2/14). Ten other ads, from Creative Artists Agency, will be released next month (WALL STREET JOURNAL, 2/14). MARKET SHARE REPORT: Beverage Digest, an industry newsletter, reports that Diet colas lost ground last year, while Coke Classic, Pepsi, Dr. Pepper, Mountain Dew and Sprite all gained. In the soft drink market, top-ranked Coke rose from 20.1% in '93 to 20.4%, while No. 2 Pepsi rose from 17.7% to 17.8%. Among sports drinks, No. 1 Gatorade (78.2%) lost ground to Coca-Cola's Powerade (10.1%) and PepsiCo's All Sport (5.4%). Gatorade held 85.6% of the market in '93 (Herry Berkowitz, N.Y. NEWSDAY, 2/14). PEPSI TO SPIN OFF RESTAUARANTS? USA TODAY reports some analysts are predicting a spinoff of PepsiCo's restaurant division -- Taco Bell, KFC and Pizza Hut (USA TODAY, 2/14). A-B TO ICE RELATIONSHIP WITH LABATT: Following Labatt Breweries' legal loss to Anheuser-Busch over the terms "ice beer" and the ice brewing process, there is speculation that Labatt's agreement with A-B to brew Budweiser in Canada could be in jeopardy. While Labatt spokesperson Sharon Paul said the two issues have no relation, A-B officials could not be reached for comment. The deal brings Labatt C$45M in annual profits (Marina Strauss, Toronto GLOBE & MAIL, 2/14). In St. Louis, Robert Manor reviews the testimony by August Busch IV in the Labatt trial and the view the trial provided behind the scenes in the beer wars. A-B announced that it will replace Ice Draft with two new beers Bud Ice and Bud Ice Light (ST. LOUIS POST-DISPATCH, 2/13).