Thursday 13 March 2008

Soft drink marketing spend drops in 2007

Marketing budgets for soft drink manufacturers dropped by 15 per cent in 2007 compared with the previous year, according to a recent Britvic Soft Drink Report.

The study, conducted by market researchers Nielsen, showed that Coca-Cola was the biggest investor in marketing with £28.93 million, reports Mad.co.uk. However, this was down by seven per cent on 2006.

In second place was Britvic/Pepsico, who were up on their marketing spend by 14 per cent on 2006's £24.82 million, with a total of £28.48 million invested in 2007.

The top spending brand was found to be Diet Coke, which had £73 million spent on its marketing in 2007, a whopping 296 per cent increase on 2006.

The report added that research involving the tracking of over 70 million online forums, blogs and messaging sites had revealed some growing trends in the drinks industry, highlighting two topics in particular: new functional ingredients such as antioxidants, selenium and calcium; and sustainability.

Category: Marketing campaigns

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