Word: brandsness
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The guzzler's cup runneth over in a profusion and confusion of new brands
Soft-drink lovers, who poured $25 billion into bubbly beverages last year, are used to being ardently wooed. Madison Avenue has long pursued hem with slogans like "Coke is it!" or "Pepsi now!" set to foot-stomping tunes. Now soft-drink makers are wooing the guzzlers with a flood of...
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...
Companies have taken to uncapping new brands because the popularity of old ones has been going flat. The American public drank only about 3% more soft drinks last year than in 1981. During the 1960s and 1970s, annual increases in consumption ran as high as 15%.
Nevertheless, 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...