Pepsi-Cola Co. said it will boost North American advertising and marketing spending behind its core Pepsi brand in 1998 as part of an aggressive growth plan, dubbed Project Globe, that will focus on the Pepsi brand's globe icon. Pepsi-Cola Chairman-CEO Craig Weatherup said Pepsi will also be "very aggressive" in backing its Diet Pepsi and Mountain Dew brands. Mr. Weatherup said Pepsi-Cola expects to get new growth from lemon-lime and orange beverages as well. No spending figures were disclosed but one analyst estimated at least a 10% boost over 1997 levels. BBDO
Worldwide, New York, handles Pepsi, Diet Pepsi and Mountain Dew. Pepsi-Cola spent an estimated $115 million on media for those brands in the U.S. in 1996, according to Competitive Media Reporting.
Copyright October 1997, Crain Communications Inc.