Subject Index
 

This Brand Profile provides key details and analysis of PepsiCo, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to r ...

This Company Profile provides key details and analysis of PepsiCo, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to ...

In 2002, Diet Pepsi won the Cassies Grand Prix for its 1998-2001 'Forever Young' campaign. In an effort to continue its share gains, it sought to evolve the campaign, which remained popular with consu ...

In 2001 PepsiCo's Mountain Dew was the fourth-best-selling soft drink on the U.S. market. Even so, since the 1990s soft-drink sales overall had been seriously declining. While Mountain Dew� ...

Since the first diet soft drink was introduced in the 1960s, the diet category has been a vital part of the beverage industry worldwide. Diet Pepsi is PepsiCo's second-biggest trademark, a $3 ...

In 1996 Pepsi owned product Lipton Brisk, sought to increase their share in the ready-to-drink market whilst facing competition from products such as Coca-Cola’s Nestea Cool. Through its campaign “Tha ...

From humble beginnings in a North Carolina pharmacy a century ago, Pepsi-Cola grew to become one of the best-known products throughout the world. The company behind it grew as well, to become one of ...

Despite increasing consumer skepticism, Quaker Oats, prior to its takeover by Pepsi-Co, ran the advertisement campaign ‘Warms you, Heart and Soul’. It looks at the role of the product in relation to m ...

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola. But things were not going well for any of the cola brands, i ...

In 2001 PepsiCo merged with the Quaker Oats Company, giving the soda king rights to the $1.5 billion-a-year brand Gatorade. Pepsi already had its own sports drink, All Sport, but it had become clear ...

For beverage manufacturer PepsiCo, Inc., the second half of 2003 was a time of transition for the brand identity of its signature soft drink, Pepsi. Not only did it unveil a new slogan for its co ...

By 2001 PepsiCo, Inc., had long been suffering the effects of consumers' quest for healthier beverages. Though the company's offerings of Gatorade, Aquafina, Propel, and Tropicana Oran ...

For more than 30 years PepsiCo, Inc. has been courting younger consumers, and youthful cola drinkers have formed a major battleground for Pepsi and its number one rival, Coca-Cola. The struggle for ...

In 2004, when PepsiCo and advertising agency BBDO New York released the Aquafina "Drink More Water" campaign, Aquafina was the best-selling bottled water in the United States. With &#x ...

Mountain Dew, a lemon-lime flavored, highly caffeinated soft drink, became a prominent national brand for PepsiCo, Inc., in the 1980s, posting double-digit annual sales increases. Many observers exp ...

Tropicana's 2003-05 campaigns needed to achieve a number of goals, among which numbered reversing a decline in market share, building the brand and (especially) widening penetration. The first campaig ...

This is the story of how a global brand, with historically strong Canadian sales and share, was losing momentum, only to be revitalized by a fresh Canadian approach to its strategy and advertising. Th ...

In February 2005, Mountain Dew launched the 'Go' campaign to drive relevance of the brand with multicultural teens, as a majority of Dew volume losses were coming from urban markets. To do this, the c ...

Recent Pepsi volume declines stem from 13-24 year old 'Millennial' consumers, and capturing this segment was essential to restoring Pepsi's growth. Millennials were still drinking Pepsi, but less ofte ...

In August, Pepsi Vanilla was introduced with a fully integrated communications plan that excited both the Pepsi sales system and consumers, including TV, outdoor and print, as well as in-store, grassr ...

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly we have to keep i ...

Campaign to revitalise Diet Pepsi in Canada. Pepsi drinkers were not moving to Diet Pepsi but to Diet Coke, and brand stagnated. Research showed that target drinkers were not differentiating between r ...

In order to break through advertising clutter campaigns must be vertically integrated (all marketing tools aimed at the same target), consistent and innovative. The author uses Pepsi Cola examples to ...

This Gold ECHO award winner was created by Ogilvy & Mather Direct for Pepsi-Cola Canadian Beverages. Between 1992 to 1994, Diet Pepsi experienced significant share declines, dropping to third place. I ...

In the ever changing business environment of emerging markets such as China, the advantages of being a first mover are immense. While the importance of market research in new product development is un ...

The 1995 Pepsi Challenge is an example of how planning helped to reinterpret a tried and trusted, but tired and tedious, advertising vehicle. We discovered the importance and meaning of personal choic ...

Describes the success of Pepsi Max, a new brand in the cola market which established a sector of its own in 1993. Product was aimed at a core group of young men, revealed by qualitative research, who ...

Pepsi 'Meunier' campaign in Quebec, launched in 1985, now in 7th year. Previous advertising had failed in Quebec, unlike elsewhere, and the brand had stalled at 87% of Coca-Cola's share (1984). Indige ...