Tuesday, October 18, 2011

Cola giants scurry to attract younger 
consumers in decades-long turf war

By Frank Washkuch, October, 1, 2011, dmnews.
At first glance, the marketing strategies of Coke and Pepsi — the two ubiquitous, global players that have dominated the soft drink market for decades — might appear more similar than different. Each brand deploys decidedly feel-good creative in its advertising, branding, email marketing and loyalty programs, around consistently happy-go-lucky themes like summertime, nightlife and Santa Claus. And yet, upon closer inspection, each has a distinctly unique marketing strategy.
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