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Mountain Dew's success is attributable more to Pepsi-Cola's marketing of the product than to its taste, color, or high caffeine content. The company has gotten customer to associate Mountain Dew intangible attributes such as 'cool,' 'attitude,' 'momentum,' 'edge,' and 'excitement,' and those attributes add up to a point of view that attracts a lot of consumers., Mountain Dew has lots of caffeine, but that doesn't account for it being a supercharged brand. Mountain Dew is a complex citrus soft drink, which hardly explains why its sales [...]

Merchandising has been a vital part of Pepsi's marketing efforts in the 20th century, and it has taken many forms. Merchandising efforts have been an important supplement to traditional advertising in magazines, on billboards, and in other media. The Pepsi name and logo has also been emblazoned on promotional items, collectibles, in-store displays, festival marquees, and pavilion banners., Why have soft drinks, Pepsi arguably chief among them, achieved status as the globe's favorite drinkable? Many reasons have been advanced to explain the phenomenal development of the soft drink [...]

The two major soft drink producers, Coke and Pepsi, have major promotions planned for summer 1996. Coke will be marketed during the Summer Olympics in Atlanta, GA. There will be a theme park called Coca-Cola Olympic City in Atlanta, GA, and the Coca-Cola Cola Sports Festival will travel to the inner cities. Pepsi Stuff enables consumers to purchase products from a catalog with points they have earned from purchasing Pepsi products., The summer of 1996 has yet to begin, but much of its script has already been written in red and blue. For Coke, this is the season to welcome the [...]

Coca-Cola has always dominated the fountain segment of the soft drink business. According to Beverage Marketing Corp's Michael Bellas, Coke's share of the fountain segment is over 60% and is still growing. Coke's estimated fountain growth in 1997 was 5%, almost twice the industry average. However, in 1997 Pepsi initiated a two-pronged strategy aimed at increasing the company's share of the fountain market., By all accounts, fountain is shaping up to be the battle-ground of the next round of the Cola Wars. Since the industry's beginning, Coca-Cola has easily outdistanced its soft drink [...]

To win the cola wars, Pepsico, Inc. will have to do a lot more than generate slick advertising campaigns and hip promotions. To cut in to the 8% market share […]

Dallas Cowboys owner Jerry Jones has negotiated a sponsorship deal between Texas Stadium with three PepsiCo units. The marketing blitz celebrates the stadium's 25th anniversary and features commemorative items that can be bought at Taco Bell, Pizza Hut and KFC units in KS, LA, OK, TX, NM and AR. The promotion will be backed by television advertisements and radio, print and point-of-sale materials., DALLAS -- It's a team effort in marketing. Pizza Hut, Taco Bell and KFC units in the Southwest have joined forces with the soft-drink brand of their parent company, PepsiCo, [...]

PepsiCo Inc. is beginning to embrace co-branding strategies under CEO Roger Enrico. Historically, PepsiCo encouraged competition, rather than cooperation, between its chain restaurants. However, PepsiCo is now focusing on a development strategy which places PepsiCo operations in competition with their own franchises. The proliferation of co-branding agreements could have detrimental effects on marketing campaigns., IT'S IRONIC THAT a period of bone-crushing competition would foster an era of partnerships, but look at what's happening. Daka inks a deal to co-develop operations with Kmart. Planet Hollywood [...]

A summer soft drink promotion aimed at placing beepers in the hands of thousands of young consumers has irked some children's marketing watchdogs, while others label it a brilliant use [...]

PepsiCo Inc.'s 'Mountain Dew Extreme Network' promo will put some 500,000 beepers in the hands of teenagers and young adults. During the six-month program, Extreme Network members will receive beeper messages on special offers and giveaways. Critics charge that the Mountain Dew marketing campaign is nothing more than an attempt to manipulate children.

NEW MILFORD, Conn.--Summer at Subway is abuzz with a slew of marketing initiatives targeting kids, teenagers and adults. Targeting high-schoolers, the chain has teamed up with fastfood rivals Pizza Hut [...]

Soft drink companies are marketing 'adult-oriented' products to the youth market by radically remodeling their images. PepsiCo is targeting 15 to 29 year old consumers with its Mug Root Beer while Cadbury-Schweppes is hoping that 7Up will be more appealing to 18 to 34 year old buyers. To make Mug Root Beer more appealing to younger consumers, PepsiCo has launched a campaign that includes television advertisements, promotional activities, heavy exposure on MTV and new packaging. The new package for the root beer now features the eye-catching color red as the new background. As for 7Up, Cadbury-Schweppes has launched its 'It's an up thing' campaign that extols positive attitudes about life. It combines vivid visuals and rhythmic music, and will be regularly promoted in MTV's 'The Real World' and Fox TV's 'Melrose Place' and 'Beverly Hills 90210.' The new packaging features a splash design with a bigger white 7Up logo.

Both Coca-Cola and PepsiCo claim victory in their marketing war at the cricket World Cup, concluded Mar 17. Coke paid $3.6 million to be the World Cup's official soft drink, and linked its red cans to the red cricket ball. Pepsi struck back creatively, distancing itself from all things official and thus staid or boring. Coke tried to control all the Cup-related venues but Pepsi gave away T-shirts and ballcaps, and featured star cricket players prominently in ads and billboards. Both sides also used dirtier tricks.

SAN LEANDRO, Calif. - Lucky Stores here has taken to the slopes with a promotion involving Pepsico, Purchase, N.Y., and two ski resorts in California. A two-page ad in Lucky's [...]

Having looked at how the Coca-Cola Co. intends to expand its volume in the United States, further instruction is offered grain-based foods in contemplating how Coke's principal soft drink competitor, [...]

Pepsi is bringing data right to Kwikie Marts everywhere via its new Convenience and Gas Category Optimizer, a software program designed to grow the beverage category up to 15 percent [...]