SAN RAFAEL, CALIFORNIA - JUNE 03: Twelve packs of Dr. Pepper soda are displayed on a shelf at a grocery store on June 03, 2024 in San Rafael, California. Dr. Pepper has tied Pepsi for the second most popular soft drink in the United States behind Coca-Cola. (Photo by Justin Sullivan/Getty Images)Getty ImagesBoth PepsiCo (NASDAQ: PEP) and Keurig Dr Pepper (NASDAQ: KDP) have significantly underperformed the broader market this year. The S&P 500 index has posted a solid 17% gain, yet PEP’s stock price is essen ...

Coca-Cola has lost a key court case. The company no longer has access to the number-two selling soda brand in some markets. Some fans will be disappointed at the brand that takes the key spot. While Coke and Pepsi have battled for cola supremacy, other parts of the soda wars have been less of a two-brand race. Sprite, for example, has always been the clear leader in the lemon-lime soda space. PepsiCo has tried various brands, but they're a distant number two, much as R.C. Cola is technically third ...

As an example of the complexities in measurement, Panayiotou pointed to Keurig, the company’s brewing system that is in 43 million households and is a business driven by a handful of major retailers. Keurig Dr. Pepper does not own the brand’s sales funnel, but instead relies on retailers like Amazon and Walmart that have powerful retail media operations that can better demonstrate a deterministic relationship between top-of-funnel exposures and bottom-of-funnel sales.“Everyone wants [attribution] to be dete ...

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