Coke, Pepsi zero in on growing Middle East beverage market

02/4/2008 | Los Angeles Times (tiered subscription model)

The Middle East's promising beverage market has spurred PepsiCo and Coca-Cola Co. to compete for supremacy, with both companies posting more than 10% growth in annual sales. After a 25-year boycott in several Arab countries, Coke staged a relaunch in 1990 and has since gained 35% of a Pepsi-dominated market. While Coke has recruited Arab celebrity Nancy Ajram to promote its products, Pepsi has centered its marketing push on stars with global and local appeal.

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