SuperBrands 97 Category Ranking: BEVERAGES

General
Soft drink volume was up 3% in a volatile year that saw Coke snap up Barq’s and Cadbury still digesting Dr Pepper/Seven-Up. Non-cola brands again were the biggest movers. Ready-to-drink teas, powered by cold-fill entries, saw volume up 12% to 336 million cases. Market shares:
Pepsi/Lipton 32.7%; Snapple 29.3%; Nestea 14.6% and Arizona 10.5%.
Rank….Brand…………….. Co. Name, Location
..Lead.Agency, Location
…Case.Sales (millions):
…Media Expenditures (millions):
1… Coca-Cola Classic…. Coca-Cola, Atlanta
..Edge Creative and various, Los Angeles
…Sales: 1,827.0
…Media Expenditures: $73.1
2….Pepsi-Cola…………….Pepsi-Cola, Somers, NY
..BBDO, New York
…Sales: 1,404.5
…Media Expenditures: $106.2
3….Diet Coke……………. Coca-Cola, Atlanta
..Lowe & Partners/SMS, New York
…Sales: 793.0
…Media Expenditures: $21.6
4….Dr.Pepper……………..Dr.Pepper/Seven-Up, Dallas
..Young & Rubicam, New York
…Sales: 548.4
…Media Expenditures: $37.5
5….Diet.Pepsi……………..Pepsi-Cola, Somers, NY
..BBDO, New York
…Sales: 511.2
…Media Expenditures: $10.7
6….Mountain Dew……….Pepsi-Cola, Somers, NY
..BBDO, New York
…Sales: 503.2
…Media Expenditures: $29.6
7….Sprite………………….. Coca-Cola, Atlanta
..Lowe & Partners/SMS, New York
…Sales: 439.3
…Media Expenditures: $50.7
8….7Up……………………..Dr. Pepper/Seven-Up, Dallas
..Foote Cone & Belding, Chicago
…Sales: 250.7
…Media Expenditures:$22.2
9….CF-Diet Coke………. Coca-Cola, Atlanta
..Lowe & Partners/SMS, New York
…Sales: 202.3
…Media Expenditures: $23.5
10….CF.Diet.Pepsi……….Pepsi-Cola, Somers, NY
..BBDO, New York
…Sales: 101.6
…Media Expenditures: NA
Bottled Water
Consumer concern about tap water and more convenience packs drove shipments up 8.1% to $3.38 billion. For non-sparkling water, plastic bottles of 1.5 liters and less soared 22.7%.
Rank….Brand……………… Co. Name, Location
..Lead.Agency, Location
…Total.Sales (millions):
…Media Expenditures (millions):
1….Arrowhead……………..Perrier Group.of America, Greenwich, CT
..Waring & LaRosa, New York
…Sales: $234.3
…Media Expenditures: $2.1
2….Poland Spring………….Perrier Group of America, Greenwich, CT
..Lord, Dentsu, New York
…Sales: $201.9
…Media Expenditures: $0.3
3….Evian……………………..Great Brands of Europe, Greenwich, CT
..TBWA*, New York
…Sales: $170.0
…Media.Expendituers: $11.2
4….Sparkletts……………….McKesson Water Products, Pasadena, CA
..Team One, El.Segundo, CA
…Sales: $157.0
…Media Expenditures: $1.6
5….Hinckley & Schmitt….Hinckley & Schmitt, Denver
..Sterling-Rice, Boulder, CO
…Sales: $113.7
…Media Expenditures: $0.1
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