PEPSI RE-DESIGNING INTERNATIONAL BEVERAGE BUSINESS
By Adnews Staff
PepsiCo of Purchase, New York is overhauling its overseas beverage operations in a bid to wrench some market share from Coca-Cola. The company plans to re-design cans and bottles, changing its red, white and blue label to all-blue. It will also launch new advertising. The move doesn't affect North America, spokesperson Wendy Villauer told Adnews on Friday. Nearly 80% of Coca-Cola's profit is made overseas while these markets account for only 30% of Pepsi's earnings, says a Wall Street Journal report. The new advertising will feature celebrity spokespersons who have not yet been named by the soft drink giant. PepsiCo already uses tennis star Andre Agassi and super-model Cindy Crawford in some of its overseas ads.
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