Word: brandings
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Dates: during 1980-1989
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Many of the newcomers are decaffeinated versions of a company's standard brands. Coca-Cola (1982 sales: $6.2 billion), the largest soft-drink producer, joined the trend last week by rolling out caffeine-free varieties of Coke, diet Coke and TAB in Denver (see above) and Salt Lake City. The Atlanta-based firm, which had only two colas (Coke and TAB) before last July, will now have a total of brand entries in the cola field...
...there have been some stunning recent soda successes. Coca-Cola's new diet Coke, which was introduced last July, is already a brisk seller. For years, the company had feared that putting its famed name on any other product would diminish the sales and standing of the flagship brand. But to the company's surprise, nearly two-thirds of diet Coke sales are coming from new soda drinkers or from other companies' brands...
...squeezed. Dr Pepper has a near cult following in places like Waco, Texas, where it was invented in 1885. Waco's 100,000 residents each knock back an average of more than 300 bottles a year. But the company has enjoyed little success making Dr Pepper a national brand. The firm lost $4 million in the fourth quarter and finished 1982 with a $12.4 million profit, down nearly 60% from 1981. It hopes that two new decaffeinated Pepper Free brands will help push 1983 profits above last year...
Royal Crown (1982 sales: $469.8 million) shares the frustrations of other small soft-drink firms. The Atlanta-based company introduced the first diet and decaffeinated brands, but it has lacked the muscle to win a substantial market share for itself. Still, Royal Crown's $16 million 1982 profit was 3% above the 1981 result. The firm attributed the gain to the growth of caffeine-free RC100, which it brought out in 1980. Says Cola Division President Fred Adamany: "We're attracting new customers and brand switchers to this market. If there's a problem, it will...
...three men and three women who make up the Collaboration are hardly standup comics. Ellen Holbrook, the founder of the group, has modeled the Collaboration on a completely different brand of comedy. They don't work against the audience--they work with it. A native of Chicago and a long-time employee of the Second City Theater there, Holbrook has taken her cue from that city's improve tradition...