Diet Dr Pepper: Big problem, Lil' solution
Deutsch LA
Objectives
Going into the 10th straight year of sales declines, things were not looking good for soda brands. Unexpectedly, the tailspin in sales had even spread to diet sodas, which were declining at a faster rate than regular ever had (Wall Street Journal).1 In fact, diet soda consumption decreased a full 7% in Q1 of 2014.2
Diet Pepsi volume was down -4.7%. Diet Coke was down -7%. But Diet Dr Pepper sales were down nearly -9%, and we were underperforming the category in volume by 18%....