A change in tone for beverage ads

04/20/2010 | Boston Globe (tiered subscription model), The

Commercials for Coke, Pepsi and other beverages once celebrated good times, but marketing efforts seem more focused on urging consumers to help others and watch what they eat. Pepsi, for example, sat out the Super Bowl this year, and the company is instead working to build interest in its "Pepsi Refresh Project," which seeks ideas for improving communities.

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Boston Globe (tiered subscription model), The

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