Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: TheDrum
PepsiCo will “double down” on marketing fizzy drink brands like Pepsi and Gatorade this year after much of 2017 was focused on pushing its new range of healthier products.
The snacks company reported flat revenues for the fourth quarter this week, but its drinks division in the US – which accounts for a third of its business – performed the worst, falling 3%.
Its Lifewtr bottled water brand, which launched in 2016, was the focus of its advertising efforts last year, with bosses putting the product front and center of the big budget Super Bowl ad campaign.
However, indicating where it hopes growth will come from this year, Pepsi, Mountain Dew and Doritos products fronted its Super Bowl marketing this year.
“For 2018, we have increased advertising behind the big brands, and we expect that to have a positive impact,” said Hugh Johnston, chief financial officer.
“But like most advertising campaigns, that will take several quarters to fully realize the impact. So, we expect sequential improvement in each of the quarters.”
This will also be reflected in in-store marketing, where Johnston added that its “big brands” will be more visible both on the shelf and on the perimeter of the floor.