Skyjackers Deman(D Ransom Publication Beverage World
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2 1 TllK HKKAl.n. Mon . IXh . Coke vs. Pepsi PZC Davis decision ... page 3 Great cola conflict is battle of syrup despite titans' many products Cold Wednesday Manchester, Cohn. By D.J. Rosenbaum said. “You’re seeing what's good with flurries United Press International with America. You're seeing quali — See page *2 Tues., Dec. 8, 1981 It is a war for nothing less than ty. We think we are selling Coke, but 25 Cents world domination, the great Cola we're doing it by showing what's conflict. good with America by showing good In grocery stores, over the air times, by showing quality.” waves and in newsprint, it is fought Pepsi’s philosophy, in turn, is that with hoopla and hype for territory "it’s people (who) ought to be the and for the allegiance of literally heroes of our commercials,” Block billions of thirsty people. said. “What we’re really selling is a “When it comes to Coke and Pep lifestyle, is what people. aspire to. si, people have a better brand loyal And part of the lifestyle is being P E P ^ I part of the Pepsi Generation.” ty than other soft drinks,” said Bob 1^ Em IT ^71 Lederer, editor of the industry But the Challenge, which is run ning in about 75 percent of the Skyjackers deman(d ransom publication Beverage World. “ 1 don't know very many people at all nation’s markets, does not really who d o n ’t have a s ta te d lend itself to that. Instead, it ad dresses something more concrete By United Press International Costa Rica. They had previously preference.” trade for fuel and food as the planes, fuel in Beirut, Lebanon, flew to landed in the Greek capital, was airport spokesman said. Neither The Coca-Cola Company yet more elusive:. taste. And its flown In and out of six nations, flying in tandem, wended their way message is flatly that “Pepsi tastes Leftist Latin American guerrillas Athens and then to Rome for a refueled and given food and then 'The Latin American gunmen iden nor PepsiCo Inc. are totally depen and Moslem fanatics corn- threatening to kill their hostages, around Central America, with Costa refueling stop. They demanded Col. took,off toward Rome were it landed tified themselves variously as Puer dent* on soft drinks for their profit. better than Coke.” who numbered at one time 270, and Rica reportedly their next stop. Moammar Khadafy free their “Our greatest concern is that it’s mandeered four airliners in the and then took off again, apparently to Rican separatists and Salvadoran In fact, it is possible to go through si even that much. he added. A demanding $10 million in ransom for ‘ “We’re going to take off, and If leader. for Beirut. the product, and soft-drink ad cam A local bottler acts as an in created concern in the mind of the Mediterranean and Latiri America each plane. International Commandos an entire day without taking a sip of “ I t’s absolute bunk,” Coke paigns are a considerable part of termediary, buying, concentrate in And that is where Coke shines. today, threatening to kill nearly 190 you want to feast your eyes on In Beirut, the hijackers an Iran had appeared to be their protesting Venezuela’s ’’support” of anything carbonated and to still spokesman Joe Wilkinson, said of consumer,” Wilkinson said. “The The 30 hijackers who seized the cadavers that’s the way it’s going to nounced they had wounded one of Americana. Try to identify which bulk and distributing syrups, bottles Coke’s Wilkinson claims 80 percent fact is that Pepsi contains a larger hostages and presenting demands destination after leaving Beirut, but the U.S.-backed junta in El enrich both companies. Pepsi’s claim. “First of all, I two DC-9s and a Boeing 727 over be if you don’t give us fuel,” a pilot the hostages. ^ a Foreign Ministry official said the cola used which slogan: and cans within his franchise area. dominance at the nation’s soda foun amount of sugar than Coke, and on a ranging from $30 million in ransom Venezuela Monday put down in El Salvador, and finally as members of wonder how they can say ’choice.’ The Pause That Refreshes; A bottler can and often does sell tains and a 3-to-l edge in vending to fre^om for a Moslem cleric. prompted by the hijackers said "We will kill the wounded man plane would not be permitted to land the leftist Venezueland Red Flag STAKT ITIK day with Minute People have choices wherever they one-taste basis, it may be better. But Salvador, Honduras, Aruba, Colom before the takeoff in Tegucigalpa in Maid orange juice and ButterNut You’ve Got a Lot To Live and products from more than one com machines. if you’re eoing to be drinking a glass The Latin gunmen, protesting and begin killing the rest,” control at “any Iranian airport.” group. They then added demands for go, and Coke always outsells them, ------ ’s Got A Lot To Give; Taste Venezuelan support of the El bia and Guatemala, and Panama, darkness along a short runway. tower sources in Beirut quoted the The hijackers repeated their de coffee, have some Hi-C with lunch, pany, as long as he does not sell “The difference between the of cola. Coke is better.” releasing up to 128 passengers — 67 the release .of political prisoners. “What they refer to is a segment That Beats The Others Cold; A- competing products. For instance, if AND, HITTING Pepsi in its Salvador junta, took off from In the Mediterranean drama, gunmen as saying. But the gunmen mand in Athens that Khadafy Several of the hostages relri'asedin quaff a bottle of Great Western or amount of product that is sold is at itiF' BarranqulIIa, Colombia, 21 in three suspected Moslem fanatics of supermarket sales. Supermarket And A Smile; Things Go Better With a bottler sells Dr Pepper, he is not the fountain, the vending machines market share, Wilkinson said, “We Panama M ay in three hijacked released a pregnant woman and her release their leader, Mussa Sadr. Barranquilla, Colombia, were Taylor wine with- dinner, and you sales is a fraction of the total U.S. Aruba- and 20 in Honduras and 20 in armed with pistols and explosives two sons. have done quite nicely indeed for ------ ; The Real Thing; Catch that allowed to sell Mr. Pibb, CocaCola’s and the (smaller and discount) really don’t have to make a taste Venezuelan airliners for a destina “The hijackers were told there was ho.spitalized after a nine-hour ordeal market. If you take all the take- Guatemala. hijacked a Libyan jet with 44 The Libyan Boeing 727 carrying nothing Greece could do since their Coke, which owns them all. ------ Spirit,. cherry cola drink. stores, that’s where Coke really claim, because our consumers make tion thought to be’ either Cuba or The hostages were released in a in sw eltering cabins w here 8 home market, including discount passengers over Italy, landed for the air pirates and their hostages If. on the other hand, you hire The answers: Coke, Pepsi, Pepsi, “The soft drink industry is a. dominates,” Lederer said. ’’They’re it for us.” leader disappeared in Libya,” an temperatures climbed to more than North American Van Lines to move stores, drug stores, grocery stores, Coke, Coke, Coke, Pepsi. market-by-market bottler battle,” dead even in supermarket sales.” Is the Challenge working? 100 degrees. we maintain that lead. What they’ve Also, remember that a song which Lederer said. “Each bottler is as in “Effectiveness can only be into .a new house, grab a quick bite done is taken a few figures and “The focus of our business is on at Taco Bell, buy a Wilson tennis started as a Coke jingle — “I’d Like telligent as can be about (his area). all segments of the business,” said measured on sales,” Lederer said, Year after Lennon's death racket, have dinner at a Pizza Hut claim they lead the take-home to Teach the World to Sing,” by the What works in New York does not Pepsi's Block. “We certainly intend “and both brands are growing, and and relaxe in front of the television market, which they don’t,” Mountainside Singers — became a necessarily work in Los Angeles.” both are growing at about the same ■ “I’m not saying we aon i laKe to narrow the gap significantly. It's with a bag of Fritos, Pepsico is hit in the early 1970s. just a question of what the priority rate. richer. them seriously. Obviously we do. STH.E, THE vast majority of “Pepsi says the Pepsi Challenge It’s just that we have been the No. 1 I T I.S l•().SSIHEE to overestimate each company’s ad money goes to is. And we’ve made giant strides in Still, at the heart of each corpora the importance of advertising, national advertising, Lederer said. the last few years.” has taken (market) share away tion is a sweet brown syrup made of soft drink and we’ll continue to be,” from non-colas,” he continued, poin Beatles generation is loyal though. Pepsi spent $47.5 million in “Coke’s taking money out of ads and water, sugar, and various secret Wilkinson said. THE BOTTI.ER battle is one ting out again that Coke and Pepsi 1980 to Coke’s $43,4 million. Lederer putting it into (store) discounts.