A Marketer's Homage to the Soda Can

PepsiCo recently announced that it will add an additional $500 million to $600 million to its roughly $2 billion advertising budget to support its soda brands in 2012, in an attempt to catch up with the heavy spending (and sales gains) of archrival Coca-Cola. Meanwhile, Dr Pepper Snapple Group recently upped its $445 million ad budget by $25 million to $30 million, having gained market share by raising spending by double digits during the recession. If there’s one thing Big Soda understands, it’s that advertising works.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.