Word: brandsness
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No matter how fierce or ingenious their attempts to outdo one another, American cigarette makers have historically had one thing in common: 20 smokes to a pack. But last week even that came unwrapped. In smoke shops and supermarkets in 33 states, Century cigarettes from R.J. Reynolds (1982 total sales...
Reynolds hopes that Century will help the company regain the No. 1 sales position, which it held for 25 years but lost in the first quarter to Philip Morris (total 1982 sales: $9.1 billion). The big two, which together have about 65% of the market, are the Coca-Cola and...
If Century gets only a small piece of the market, it could mean big profits. With industry sales estimated at $27 billion this year, a niche of just 1% is worth $170 million to the cigarette maker alone. Says American Brands Spokesman Robert Rukeyser: "Gaining only one share point is...
Coca-Cola's ad campaigns for the new products will downplay any possible health benefits of caffeine-free drinks to keep them from luring too many soda quaffers from its regular brands. Says Malcolm MacDougall, president of SSC&B, the New York ad agency that is handling the campaign...
The caffeine battles, of course, are merely the latest skirmishes in the ancient war between Coke and Pepsi. Coca-Cola, which makes Sprite, Fresca, Mello Yello and other brands in addition to Coke and TAB, leads all soft-drink producers, with some 36% of the total market. Pepsi brands, including...