"They're talking about some cooperative global marketing initiatives," said an executive close to P&G. "It's not something that will happen tomorrow or next month, but it's being seriously discussed."
`POWER OF TWO'
In looking for a linkup, the marketers are clearly hoping the "power of two" will surpass PepsiCo's new "Power of One" initiatives involving its Pepsi-Cola and Frito-Lay products. The PepsiCo program is expected eventually to involve such developments as Frito-Lay snack distribution through vending machines, side-by-side shelving with soft drinks in supermarkets, and joint promotions and ad campaigns (AA, June 1).
P&G is known to have worked already with Coca-Cola on small joint marketing programs in Ireland, Portugal and Lithuania, according to an international executive familiar with the company.
A P&G spokeswoman confirmed the company has teamed with Coca-Cola for some "local marketing efforts" in Lithuania but said, "beyond that, we can't comment or speculate" on other linkups with the cola giant.
A Coca-Cola spokesman said he was not aware of any partnerships between his company and P&G.
"We're always investigating any number of possibilities including partnerships," he said. "I haven't heard anything about [P&G]."
AGENCIES' ROLES UNCLEAR
It's unclear what role the two marketers' ad agencies would play in such a pairing. Grey Advertising, New York, is Pringles' global shop; Coca-Cola works with 24 agencies including Edge Creative, Los Angeles. At least two agencies -- Leo Burnett USA, Chicago, and D'Arcy Masius Benton & Bowles, New York -- are shared by both Coca-Cola and P&G.
Frito-Lay's move to tap the marketing might of Pepsi-Cola has been attributed to its worries over Pringles' growing strength, particularly on the international front.
Frito-Lay is much larger in North America -- its sales were $6.96 billion last year compared with what Salomon Smith Barney estimates at $425 million in the U.S. for Pringles. But Pringles is P&G's No. 1 export brand, with sales of $1 billion, according to Salomon Smith Barney analyst Holly Becker, "and growing fast -- up more than 30% internationally over the past 12 months."
Pringles accounts for 3% of P&G's total sales; the brand's sales have tripled within a decade.
Frito-Lay's snack sales internationally were $3.4 billion last year.
Industry watchers say a pairing between Coca-Cola and a snack brand makes sense, as a competitive move and marketing ploy.
BIGGER AND BIGGER PARTNERS
"It's very surprising it hasn't happened sooner on a large scale," said Caroline Levy, a beverage analyst with Schroder & Co.
"Everyone seems to think they need to find bigger and bigger partners," said Tom Pirko, president of Bevmark, a consultancy. Mr. Pirko added it makes perfect sense for Coca-Cola to jump into bed with Pringles to combat the Pepsi-Frito linkup. "There is no action without reaction."
Contributing: Dagmar Mussey.