Soft-drink makers try to market their way out of industry decline

01/20/2013 | Wall Street Journal, The

Beverage industry analysts are worried that a recent decline in soft drink revenue -- following an eight-year pattern of less U.S. consumption -- isn't going to be easily reversed. PepsiCo is responding with increased marketing, and Coca-Cola ads are addressing the obesity issue, which could be responsible for recent poor sales. Those companies, along with Dr Pepper Snapple Group, have also "aggressively expanded their portfolios to include faster-growing products like sports drinks and fruit juices," writes Mike Esterl.

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