Here I go again about Pepsi Refresh. Broken record, I know. And please don’t think me a geeze for seemingly dis’ing media socialists and their heartfelt efforts to do good’s work on behalf of brands. (Liberal I am.) But count the likes and clicks and friends and authenticity and opacity and, and, and in the soda category this week and two numbers stick out: Coke’s North American volume is up 3% and Pepsi’s is up 1%. 2 percentage points in market research may not seem like a lot, but in a billion dollar consumer business that some serious. Especially in the much attacked sugar water marekt. Right Michelle?
Coke’s earning, announced this week, were kicking on all cylinders. First time in a long time. And Pepsi’s were down, overall. No wonder Pepsi chief Indra K. Nooyi took a couple on the chin in the analysts call. To be read in a whining voice “Commodity prices, really killed us. Considering the economy we did gre- ate.” Well watch Mad Men. Commodity prices have always been a problem for which one must be prepared. Playing with pop marketing tactics, not well integrated into your core value prop or linked to an ersatz brand plank, do not a great earnings report make. Head down. Sell soda. Peace!
