Magazine article Marketing
Fanta Outdoes Tango as Soft Drinks Spend Soars
Advertising spend on soft drinks brands leapt by 13% to pounds 96m in 2002, with varying levels of success for the most heavily supported brands, according to the latest 'Britvic Soft Drinks Category Report'.
The high levels of support were most apparent in the cola segment. Coca-Cola ploughed pounds 14.5m of advertising support into original Coke alone - more than twice the amount of any other drinks brand. The investment helped it to grow take-home sales value by 6% to pounds 749m. Meanwhile, Pepsi spent pounds 2.8m on its core brand, boosting sales value by 14% to pounds 195m.
In the generally struggling 'fruit fizz' segment, Fanta and Tango had wildly varying levels of success from their promotional strategies.
Coca-Cola's pounds 4.4m ad investment in Fanta helped it grow take-home sales by 50% to pounds 149m, while rival Britvic's pounds 3.3m ad campaign for Tango failed to prevent a 13% slump in sales to pounds 60m.
The entire soft drinks sector achieved a 5% increase in take-home sales value, continuing 15 years of growth. …