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Ad spend of selected beverage brands in the U.S. 2017

Advertising spending of selected beverage brands in the in the United States in 2017 (in million U.S. dollars)

by A. Guttmann, last edited Aug 9, 2019
Ad spend of selected beverage brands in the U.S. 2017 In the United States, Coca-Cola Company and PepsiCo spend the most on advertising their popular sugary drinks. Even though bottled water brands such as Dasani (owned by Coca-Cola) or Aquafina (belonging to PepsiCo) are in the top ten of highest ad spenders in the country, they pale in comparison to the two major soda brands – Coke and Pepsi. Coca-Cola spent more than 370 million U.S. dollars in 2017 on advertising its flagship beverage, while PepsiCo invested close 170 million in promoting Pepsi that year. At the same time bottled water advertising spending failed to surpass five million dollars.
PepsiCo vs. Coca-Cola Company on the advertising market

Both beverage manufacturers command nearly 70 percent of the soft drink market in the United States, however, Coca-Cola holds more than 42 percent of that market. Perhaps that is why PepsiCo is spending considerably more on advertising and promotion in the country, in an attempt to win over customers. In 2017, Coca-Cola invested fewer than 900 million U.S. dollars in adverting in the United States, whereas PepsiCo’s ad expenditures reached roughly 1.4 billion dollars that same year. The company even underwent a logo redesign back in 2009, which was estimated to cost around one million U.S. dollars, with the aim to have a more modern, simplified appeal. This step has not changed much in terms of market shares, as PepsiCo still appears to be losing its portion. It could be that higher marketing budgets will increase its chances, but the battle will be a tough one, as loyal fans of either brand are unlikely to switch to the other.
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Advertising spending of selected beverage brands in the in the United States in 2017 (in million U.S. dollars)

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