"A lot of people have left the category. Also a lot of young people have not entered the category, so these ads may help Coke both recruit new, young consumers and recruit some lapsed consumers." (Beverage Digest editor John Sicher, clearly excited over the soft drink company's new marketing campaign)
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An upcoming advertising effort hopes to boost soft drink sales, which had slumped with the emphasis on more expensive water brands. There's something wrong with this line of thinking...