MERCADEO Versión en español
Pepsi exceeded Coca Cola in their products with artificial sweeteners
Patricia Molina| 27 de marzo de 2015
Tanto Pepsi, como Coca-Cola Light, perdieron volumen en 2014
Coca Cola’s reign apparently didn’t last very long. According to an edition of Beverage Digest, Pepsi has surpassed Coca Cola in the market share of carbonated beverages in the US.Both Pepsi as well as Coca-Cola light lost volume in 2014, but as consumers rejected artificial sweeteners, Diet Coke fell 6.6% compared to Pepsi that only lost 1.8%. This gave Pepsi an 8.8% quota against 8.5% of Coca-Cola Light.Studies reveal how the change in consumer’s preferences can alter the fate of a brand in a short period of time. When Coca-Cola fought for Pepsi’s second place in 2010, it was seen as an historical shift in the war between the two brands. In fact, it was the first time in decades that PepsiCo yielded two positions to compete with Coca-Cola.Some analysts saw the change as an accusation on Pepsi’s marketing approach, which at the time was in charge of the Refresh project. The campaign was launched at the beginning of 2010 and was characterized by investments in community development projects. Whereas, the brand’s typical ads full of stars received less support.In a press release, PepsiCo assured: “We are happy with the progess we made in 2014. Our growth was first rate and strong. Our diverse strategies continue to position PepsiCo for sustainable growth in the long term”.
