How Do You Tackle The Leaders? Dr Pepper vs. Coke and Pepsi

Louis DiJoseph

Louis DiJoseph, Senior Vice President of Young & Rubicam, talks at the American Association of Advertising Agencies (4A's) 1974 Eastern Annual Conference about how his agency increased Dr Pepper's share of the soft drinks market.

How Do You Tackle The Leaders? Dr Pepper vs. Coke and Pepsi

Louis DiJoseph

When Young & Rubicam was awarded the Dr Pepper account in 1969, it was pretty much a regional brand with about 3.2% of the soft drink market. That translated into 106.3 million cases. By the end of 1973, Dr Pepper had definitely become a national brand with a 5.0% share of the market representing 223.5 million cases.

I'd like to be able to say advertising was the sole reason for this success. But in reality, advertising accounts for only about 97% of the Dr Pepper success,...

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