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CLOSE-UP: Live Issue - Coke and Pepsi face off in next round of cola wars.
Coca-Cola's subtle ad looks a better bet than Pepsi's epic film, Claire Billings reports.
The latest episode in the so-called cola wars has just kicked off as long-time rivals Coca-Cola and Pepsi launch remarkably distinct, yet equally high-profile, advertising campaigns.
The market is being squeezed by health warnings and the rise in popularity of bottled water and designer coffees, so the need for the two rival brands to turn on each other is more acute than ever.
The first campaign to break was Mother's debut work for Classic Coke (it took the branding brief from McCann-Erickson last year). It's a straightforward TV campaign, starring Sharlene Hector, a virtually unknown nightclub singer from London.
The spot shows her walking along a street singing Nina Simone's I Wish, while handing out bottles of Coke to strangers.
By contrast, Pepsi's ad is a big-budget, three-minute film featuring the high-profile pop stars Beyonce Knowles, Britney Spears and Pink as scantily clad gladiators about to battle it out for the entertainment of the evil emperor, played by Enrique Iglesias.
The no-expense-spared spot shows the gladiators defiantly standing in the middle of the arena belting out Queen's anthem We Will Rock You while a bemused Iglesias looks on.
- Coke, Pepsi Are Popping Off Again; Diet Soft Drinks Are the Latest Soda...
- Newspaper article from: The Washington Post July 13, 1988 700+ words
...behind Coke Classic. But Diet Coke outsells Diet Pepsi by about 25 percent, the magazine...market share, in part because Coke initially ignored Pepsi's claims, some experts said...Pirko suspects, this latest Coke-Pepsi battle may end like the others...
- The Pepsi-Coke War Starts in Delhi
- Newspaper article from: India Abroad Ashok Easwaran June 17, 1994 700+ words
...India Abroad 06-17-1994 The Pepsi-Coke War Starts in Delhi. A huge inflatable...Today Pepsi would like you to try a Coke." Pepsi argued that the consumer had the...retailers were bound to hawk both Pepsi and Coke at Rs. 6 a bottle. This would...
- COKE, PEPSI IN FIGHTING TRIM FOR COLA WARS.(Business)
- Newspaper article from: Albany Times Union (Albany, NY) July 8, 1988 700+ words
...unequivocally confirms the taste superiority of diet Coke over Diet Pepsi, that you withdraw broadcast approval of any...Yet once again in taste tests, Diet Coke beats Diet Pepsi. Diet Coke, the winner and still champion." Pepsi responded...
- Coke, Pepsi Face Allegations of Selling Contaminated Products in India.
- Newspaper article from: Knight Ridder/Tribune Business News August 17, 2003 700+ words
...protests and a few calls for banning Coke and Pepsi products. On Aug. 7, protesters...with attacking shops that sell Coke and Pepsi. The controversy stems from an...drink brands sold by Coke and Pepsi. Coke and Pepsi products that are sold...
- Coke, Pepsi Compete for Charlotte, N.C., Burrito Customers.
- Newspaper article from: Knight Ridder/Tribune Business News August 10, 2002 700+ words
...building on North Tryon Street. Coke and Pepsi reps have offered Bitter price...her family would have voted for Pepsi, she said. Coke took a 113 to 43 lead at the...s location. In any case, Coke and Pepsi sales representatives don't...
- Coke takes the Pepsi challenge; Murjani moves into VF territory with...
- Magazine article from: Daily News Record Gibbons, William November 13, 1987 700+ words
...Headroom. Coca-Cola creates Cherry Coke; Pepsi introduces Mandarin Orange Slice...that the advance of Murjani and Coke into Pepsi and VF territory was inevitable...at Penney's. "We bought the Pepsi and Coke lines by classification, but create...
- Coke v. Pepsi: Return to war; Superpowers to spend $500 mil.(News)
- Magazine article from: Advertising Age Chura, Hillary November 25, 2002 700+ words
...Lemon, Vanilla Coke, Diet Vanilla Coke, Pepsi Twist, Diet Pepsi Twist-to re...beverage agency executive. ``Coke and Pepsi are going to be spending [at unprecedented...will be spent between [brands] Coke and Pepsi ... and that doesn't include...
- Cola war keeps on bubbling: Coke, Pepsi efforts rely less on traditional...
- Magazine article from: Broadcasting & Cable McClellan, Steve February 17, 2003 700+ words
...brands in the soft-drink category Coke and Pepsi. Both are turning up the heat...s ad expenditures show that Pepsi out-spent Coke in TV and radio by about 35...Amazon. Having seen it work for Pepsi, Coke sought the rights in the event...
