MEDIA: What The Papers Say - Virgin Cola loses its fizz in market share row

The cola wars bubbled over on to the pages of national newspapers last week as Virgin Cola and Pepsi Cola traded punches over claims of market share. Pepsi accused its rival of performing a ’mix and match’ with Nielsen figures to suit itself. Virgin Cola’s managing director Nick Kirkbride used the results of a recent Homescan survey for Virgin but admitted he didn’t know the source for figures quoted for Pepsi and Coke. What began as a positive story for Virgin in the Times on 28 July went flat in the Sunday Times on 3 August as Pepsi said: ’aspirational claims do not equal market share’.

The cola wars bubbled over on to the pages of national newspapers

last week as Virgin Cola and Pepsi Cola traded punches over claims of

market share. Pepsi accused its rival of performing a ’mix and match’

with Nielsen figures to suit itself. Virgin Cola’s managing director

Nick Kirkbride used the results of a recent Homescan survey for Virgin

but admitted he didn’t know the source for figures quoted for Pepsi and

Coke. What began as a positive story for Virgin in the Times on 28 July

went flat in the Sunday Times on 3 August as Pepsi said: ’aspirational

claims do not equal market share’.



The spotlight also fell on Virgin over ’brand stretching’. Frank Kane’s

article in the Sunday Times was positive on the Virgin Cola front but

balanced with news of continued financial losses. Helen Slingsby writing

in the Evening Standard, 30 July, accused Virgin of losing its

’elasticity’: ’Whispers are growing louder in the marketing world that

Virgin’s policy of over-using its name is damaging the corporate

brand’.



Evaluation and analysis by CARMA International. Cuttings supplied by The

Broadcast Monitoring Company. ’What The Papers Say’ can also be found

at: http://www.carma.com.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in