Frito-Lay, Coke pump money into brand advertising

11/12/2004 |

An influx of private label brands is putting pressure on companies, such as Coca-Cola, PespiCo's Frito-Lay and Unilever, to redouble marketing efforts for their established brands in hopes of justifying premium pricing. "It's not enough to spend more. You have to spend wisely," an industry consultant says.

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