THE PEPSI REGENERATION.

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  • Additional Information
    • Subject Terms:
      PEPSICO Inc. 001287762 PEP
    • Subject Terms:
      MARINEAU, Philip A.
    • Abstract:
      Discusses advertising campaign of PepsiCo Inc. to boost the market share of the number two cola. Success of Coke's "Always Coca-Cola" commercial which indicates that going for a wider group of customers is the key to a turnaround; Features of the television spots that will be launched during the March 21, 1999 Academy Awards; Expected increase in the company's advertising spending in 1999; Decision of beverage chief Philip A. Marineau to end Pepsi's habit of scuttling new marketing campaigns before they can take effect; Comments from beverage industry experts on PepsiCo's advertising campaign.