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JUN 2007

Soda Giants Expand Beyond the Fizz Biz†

Needing Revenue Boost, Cadbury and Pepsi Begin to License Brand Names

Advertising Age, June 4, 2007 — Dr pepper barbeque sauce. 7Up Bundt cakes. Mountain Dew lip balm.

While primarily small soft-drink players such as Jones Soda Co. have for a long time licensed their brand names for products such as candy, the soda giants are increasingly breaking out of the beverage

Category: Brand Strategy
Tag: Licensing

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