A long tradition has been broken: Pepsi will focus its Super Bowl marketing activities on online channels in a bid to provide a more interactive brand experience, with its website and a prominent presence on Facebook forming the core of its advertising around the game. Online activity is gathering pace, but it is unclear whether this will become the prime focus for companies in the future.
PepsiCo and Coca-Cola are reigniting their competition with advertising campaigns focusing on their key brands. Carbonated beverages have fallen out of favor with many consumers over health concerns, and sales have begun to decline in recent times. Both companies are looking to reverse this trend, but success could be limited.
Shire has announced a deal with GlaxoSmithKline to co-promote the ADHD treatment Vyvanse in the US. Shire's successful marketing of the leading blockbuster brand, Adderall XR, in the absence of such a partner may indicate that GlaxoSmithKline's contribution will be both marginal and too late, coming as it does after the launch of generic versions of Adderall XR.
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