Coke decides a Super Bowl commercial can save sagging soda sales
Carbonated soda volume declined 1.2% in 2015, an acceleration from 2014’s 0.9% drop, as the biggest three players in the category all reported falling demand, according to a new report from industry tracker Beverage Digest. The group also reported that annual per capita consumption of carbonated soft drinks dropped to about 650 eight-ounce servings in 2015 — the lowest since 1985. So a special Super Bowl spot is going to change that?
In 2016, US soft drink consumption by volume dropped for the 12th year in a row , according to trade publication Beverage Digest. Why? The consumption of added sugar in foods and beverages has been linked to obesity and type 2 diabetes. The World Health Organization, the U.S. Food and Drug Administration and the American Heart Association have all recommended reducing consumption of soda as a way to cut down on added sugars and diet soda’s are just as bad for us.
So some bright person at Coke has decided that a special commercial on the this year’s Super Bowl is the answer to sagging sales. Ha?
Buying commercial time on the Super Bowl is probably the biggest waste of ad dollars in the budget but because ad agencies love the exposure they continue to recommend these over priced spots to clients. Sure, they talk about in the buzz before or after the game, but most don’t do a damn thing for sales.
The fact remains that consumer tastes, when it comes to beverages, are changing and that soda’s best days are behind them. Some companies are investing in non-carbonated beverages, but that usually doesn’t work (remember SoBe?).
Executives at Coke will probably toast their Super Bowl commercial in a luxury suite at the game and pat themselves on the back while consumers shop for different beverages.
Originally published at www.newmediaandmarketing.com on January 1, 2018.