Older star-studded, happy-go-lucky ad campaigns for Coke and Pepsi have been replaced with socially responsible messages such as Pepsi's Refresh campaign and ads tying Diet Coke in with heart health. As the soft drink market shrinks, they're also reaching out through social media in search of younger consumers. "These brands are getting smaller relative to other choices, and their ability to define themselves is declining," said New England Consulting Group's David Stone. "The real risk in this proposition is they will no longer dominate the conversation and excitement."
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