Marlboro Shows The Way Forward For Pepsi Brand Strategy

Soda pop consumption in the U.S. has fallen for the 8th straight year, dropping by 1.2% in 2012 to its lowest level since 1987. First lady Michelle Obama is leading a national charge to get kids to stop drinking it, and New York Mayor Michael Bloomberg wants to limit consumption legislatively. Alternatives to soda are cranking on as many sales cylinders as there are flavor options, from sports drinks and flavored waters, to energy drinks and teas.

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