Soft Drinks


THE RECEIVED WISDOM that sales of soft drinks remain steady in economic downturns has been overturned this year with reports of slowing demand for Coca-Cola products in recession-hit Europe

COCA-COLA is evaluating Formula One as a sponsorship platform, a top marketer for the soft drinks giant has confirmed

PUMA WISHED its brand ambassador Usain Bolt a happy birthday on Twitter this week (August 21)

SPORTS SPONSORSHIP INSIDER has learnt that the London Legacy Development Corporation (LLDC) is pursuing two methods of selling the naming rights to the Olympic Stadium

FAST FOOD and fizzy drinks normally do well in recessions as hard-pressed consumers trade down to cheap eats

THIS IS Exhibit A in the case against Ronaldinho’s $750,000 endorsement contract with Coca-Cola, which was terminated this week (see Talking Points).

Brazilian soccer ace seems determined to end his footballing career in ignominy

SETTLE DOWN in the back. This is some data to get your head around which shows the kind of opportunities sports marketing can open up

‘TIS THE SEASON to be jolly but there seems very little festive cheer in our newspapers and on our TV screens.

WHEN PEPSCICO announced it was almost doubling its NFL sponsorship from 2012 on the back of additional brands in its portfolio eyebrows were raised in the Frontiers office

COCA-COLA has announced a $4bn investment in China and emerged with comments that shine an uncomfortably harsh light on its home market

PEPSICO'S recent $1bn+ deal with NFL has raised the stakes for the brands involved and put pressure on the company to deliver

AT FIRST GLANCE, the cola wars entered a new dimension this week as Pepsico extended its sponsorship of the NFL in a 10-year deal representing an investment of around $2.3bn

RUSSIA HAS BEEN a graveyard for several global brands – BP, Daimler Chrysler and Siemens have all faced difficulties – so Pepsico’s deal to buy one of the country’s most trusted dairy companies has to …

ALTHOUGH OUTWARD appearances sometimes suggest otherwise, global brands have numerous challenges

PEPSI CONTINUED a long and irreverent tradition of selling against rival Coca-Cola with a new video advert featuring a polar bear drinking its product