Advertising Age - Pepsi Dons Disguise in Attempt to Seduce Whole Foods Devotees - The Diigo Meta page

• 10 Nov 06
  

  Tac Anderson

  links marketing pepsi

  • Hiding ownership
     Of course, no one can accuse the $35 billion food and beverage behemoth of being little. But Pepsi the Goliath is trying to behave that way to slay the many Davids dominating Whole Foods' aisles. To compete with the homespun, lifestyle-oriented companies that appeal to the Whole Foods consumer, Pepsi is creating wholly new startup brands for the chain that bear no telltale trace of their corporate lineage and are supported with very little marketing. 

Page Comments

• 
  Tac Anderson on 2006-11-10
  I find it interesting that small companies try and act bigger than they are, and big companies try and act smaller then they are. It's kind of like teenagers trying to act older and adults trying to act younger. Of course for some of us it's not acting it's just a maturaty.

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