European Stars And Stripes (Newspaper) - January 31, 1988, Darmstadt, Hesse The Pepsi generation is now eyeing coca cola for breakfast new York times it s morning in Arnold. Toad. As he has ont nose Days or the last 10 years. Tim Ernst shaving a coca cola Lor never cared much Lor tha taste of Calico and i d rather have something said Ernst a 26-year-old service manager of an equipment rental Siloro sometimes i la go out and have some eggs but i la have a Coke with that the Pepsi gon Calion has come of age and that is presenting what at least one Power in the soft drink Industry believes is an Opportunity too Good to pass up to persuade Young adults to got their morning caffeine and sugar no from cola instead of Cofler. To ills end Tho coca cola co. Is undertaking an advertising Campaign aimed is increasing inc moaning consumption of Coke. Tho Coke in the coming Campaign has been Tes cd in cities into Ghoul he United slates including san Antonio. Los Angeles and Washington As Well As at the company s Home fortress Atlanta in january the company made the advertising program available to All of its Bolt lors across the country to by sure plenty of people find cola unpalatable As 4 meaning beverage but Industry figures show mat opinion is slowly changing. Morning consumption now accounts for 12 percent of All soft drink sates up from nine percent a decade ago according to coca cola i Guinea. In Tho South drinking cola in the morning has Long been much More common than elsewhere. These statistics arc but one More sign of How influential sophisticated advertising can be analysts say. In recent decades. The soda companies have of Espenl virtually All Olshef producers of non Alch Olra beverages and poured vast sums into ads intended to persuade Young people to Down More of their products those people ate now a major buying Force in the United Stales and Ore still soda devotees. Wilh demographics changing you have More and More people who preen a cola to co fee in the morning said Tom Pirko. President of be Markci inc., Al los Angeles based consulting company that works with the beverage Industry. People Between lha Ages of 24 and 44 arc Iho largest Consumers of soil drinks making up Aboul 27 percent of Iho Market s total sales according to Meyers publisher of beverage digest. Coca cola executives and other Industry experts speak of these figures and the Opportunity they represent Wilh the Fervour of scientists on the verge of a potential breakthrough. To re in the Middle of a watershed Momont Meyers said. The move Loward soil drinks in tha morning is deadly a social Robert Baskin a spokesman Lor coca Coin Usa added. Tho tact is we re in a Posl Industrial society arid people want things Baskin believes thai Coke is at Ona with Tho limes. A Coho is immediate gratification he says. It tables real Good going Down Quick which in t Liue Lor a hot beverage handicapping Cota s tussle Wilh Collee for morning Dri Kois. Analysis say several factors could play into coca cola s hands. In this Aga when so Many people seem to be on the run. A cola is a safer drink they say. Acler All a cold cola spilled in a Driver s Lap is a lot less painful and dangerous than a similar experience with hot Coffee. Moreover several social and marketing actors Havn coma into play making soft drinks inc preferred beverage analysis said we be had a great growth in fast Ood merchandising Art explosive growth of vending markets in America the development of convenience stores and a More fluid population making up a terrific Stream of Meyers said. This soda pop sociology does nol mean that coca cola s morning Campaign will be simple. It Lacos some obstacles particularly one that some in Iho Industry described As the yuck Factor Many people think that morning cola consumption is disgusting. But the ones who Don t like ii Are the same people who will go out at break Lime and grab a Coke said Pirko. Conceived by Mccann Ertckson the advertising emphasizes the mid morning break according to Baskin of coca cola. Which thus seems to be acknowledging thai America is not quite ready for pancakes and Coke. So while nol ignoring the tue fast Market the main emphasis of the Campaign is on the Lime alter Iho consumer leaves the House in the morning. The radio Jingle which is the Centrepiece of the Campaign is Aboul a person driving to work who needs a Cool refreshing drink to make is come alive and decides to Slop on the Highway and grab a Coke so far coca cola has slayed away irom television advertising. Coca cola has also been aiming Al commuters. Posters promoting morning consumption were placed in Atlanta subways coca cola is the Only major soft drink company actively promoting morning consumption Industry analysts said. Bui the res of the Industry is closely monitoring the Campaign. It is sate to say that we have our eyes on the coca cola Campaign but we have no immediate plans to make a major initiative Foi that Market said Kenneth m. Ross a spokesman Lor Pepsi cola Usa. Meanwhile some in the co fee Industry Are clearly worried. The act that cold is promo Ling Cota in the morning will Only serve to boost its position in that segment and Lake away irom the a Oleo said Sleven a Gregg program coordinator for the Collee development group a Washington based organization Hal promotes co fee consumption in the United slates. Days when a Flippy was made in a local la Clory but jell-0. Which was invented in 1697 in Leroy . Near Rochester is harder to explain. Tom Gardner a senior product manager at general foods said lilo Midwest in general uses More desserts that have Lobo prepared. Jello layer cakes and pies Lor example. But Why does Des Moines beat Kansas City and grand rapids i Don t realty Havo a clue he said. Nor do local Loode Perls. Although Carol Mcgarvey a food writer at the pcs monies Register was willing to theorize. Jello. She said is popular at local nursing Homes and hospitals and Al Polluck dinners but ii is hardly Standard Lare Al dinner parties. Nobody would admit to Colma Joll-0, bul i guess we she said does thai mean we re also no. 1 in tupperware7" customs once established tend o endure. Hawaiian eat three limes More spam than other americans on average. A passion that goes Back to inc end of world War ii. It s become a hawaiian tradition said Hoagy Gamble whose company distributes spam in lha stale. The Salty canned pork appears on Many restaurant Monus he said and is olten used in a hawaiian sushi called Musabi. Which mixes spam Rice and seaweed some food Sucre Wescan be credited solely to dedicated salesmen. There is hardly any other Way 10 explain Why the people of Pikeville by. Consume More Pepsi cola than other americans. Charles Boston the general manager of the East Kentucky beverage company there said the bottler relics on the same techniques used by other companies but its employees work harder. That will really do the trick he said. I think a lol of people these Days Overlook some foods have established beachhead Lor reasons still unexplained. Why. Lor example is canned spinach so popular in Dallas Alan Miller a spokesman for Selling areas marketing suggested pursuing the Popeye Donn Eclam. Nor is i Clear Why Portland. Mains is the lop consumer of Popcorn and of Reese s Peanut bul Ler cups. Sometimes companies want their products to be tops in a certain area but facts Are facts. Jane Lazgin speaking Lor the Porr scr group in Greenwich. Conn., said Perrier s highest Par capita sales Are in Miami but that now York would be first if Manhattan alone was counted and Tho other boroughs were nol. No offence to Miami aha said bul i would like new York lobe no. 1" new York May nol win Tho Porrier title but ii is tha reigning Champ when it comes to wonder Oread. In a City Wilh More than its share o food snobs one might expect Rye or whole wheal or maybe even Pumpernickel bul to the people at the Continental baking co., which has been making wonder bread since 1925, the Virtues of its product Are enough to explain the City s passion. Pressed to explain Why now York would to so fond of the soft while bread Catherine Younkin a Continental spokeswoman said Tho answer 19 simple people in new York really like wonder bread and they have always liked sunday january 31, 1988 the stars and stripes Paulb 17
