You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What Coca-Cola, L'Oreal Are Doing to Curb Share Loss to the Little Guys Big Players Find Success in Acquiring and Expanding Smaller Players By Jack Neff, Published on October 07, 2013 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.