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SuperBrands 96 Category Ranking: BEVERAGES

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General
Soft drink volume was up 3.8%, the biggest gain since 1988. Dr. Pepper jumped
ahead of Diet Pepsi, while Mountain Dew scored the biggest share gains.
Ready-to-drink tea volume was up a solid 72% to 50 million cases. Market
shares: Pepsi/Lipton 35%; Snapple 24.8%; Nestea 12.6% and Arizona 9.4%.
Brand Co. Name, Location
Lead Agency, Location
Case Sales (millions)
Media Expenditures (millions)
1 Coca-Cola Classic Coca-Cola, Atlanta, GA
Creative Artists Agency and various, Los Angeles
Sales: 1,740.1
Media Exp: $85.9
2 Pepsi-Cola Pepsi-Cola, Somers, NY
BBDO, New York
Sales: 1,376.4
Media Exp: $82.3
3 Diet Coke Coca-Cola, Atlanta, GA
Lowe & Partners/SMS, New York
Sales: 768.5
Media Exp: $62.0
4 Dr. Pepper Dr. Pepper/Cadbury NA, Dallas, TX
Young & Rubicam, New York
Sales: 513.0
Media Exp: $38.9
5 Diet Pepsi Pepsi-Cola, Somers, NY
BBDO, New York
Sales: 511.2
Media Exp: $22.2
6 Mountain Dew Pepsi-Cola, Somers, NY
BBDO, New York
Sales: 455.0
Media Exp: $20.5
7 Sprite Coca-Cola, Atlanta, GA
Lowe & Partners/SMS, New York
Sales: 378.7
Media Exp: $32.8
8 7Up Dr. Pepper/Cadbury NA, Stamford, CT
Young & Rubicam, New York
Sales: 255.7
Media Exp: $19.8
9 Caffeine-free Diet Coke Coca-Cola, Atlanta, GA
Lowe & Partners/SMS, New York
Sales: 203.3
Media Exp: $1.0
10 Caffeine-free Diet Pepsi Pepsi-Cola, Somers, NY
BBDO, New York
Sales: 101.8
Media Exp: N/A
Sources: Wheat First Securities, Richmond (sales); Competitive Media Reporting
(expenditures)
347-1681.1
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED