The soft drink industry sees trouble

The soft drink industry sees trouble

The soft drink industry sees trouble Tom Dougherty, CEO – Stealing Share 23 December 2016 The soft drink industry must wake up to a new reality. You see, there are all kinds of business trends that are transforming industries. We’ve already seen what our...
The promise of the five-second ad from Pepsi

The promise of the five-second ad from Pepsi

The promise of the five-second ad from Pepsi   Tom Dougherty, CEO – Stealing Share 28 April 2016   What do short ads mean for all marketers   It’s no shock to say that we live in a world in which our attention spans have been reduced to seconds...
Ramadan Coke lessons in brand equity

Ramadan Coke lessons in brand equity

Ramadan Coke Tom Dougherty, CEO – Stealing Share 7 July 2015 Ramadan Coke lessons in brand equity A few weeks ago I went on one of my usual tirades. It was about Coca Cola and its nonsensical campaign called “Share a Coke.” You should take a read of that post,...
Share a Coke has become trite

Share a Coke has become trite

Share a Coke has become trite Tom Dougherty, CEO – Stealing Share 23 June 2015 Share a Coke was a little silly to being with This brand theme(s) is supposed to get you (are you listening shoppers?) to skip other retail stores and online shops and to spend your...
Keurig: A case study in brand focus

Keurig: A case study in brand focus

Keurig: A case study in brand focus Tom Dougherty, CEO – Stealing Share 9 January 2015 Keurig: A case study in brand focus Keurig is on the move Get ready. Keurig will be transforming the soda industry the same way it did with coffee. Keurig, which introduced...
The Mixify campaign seems disingenuous

The Mixify campaign seems disingenuous

The Mixify campaign seems disingenuous Tom Dougherty, CEO – Stealing Share 29 October 2015 Mixify is pretty damn transparent During Game 6 of the World Series last night, I saw for the first time the ad for a new initiative by Pepsi, Coke, Dr. Pepper and the...
Coke and other soda brands care about your health. Nope.

Coke and other soda brands care about your health. Nope.

Cut the Sugar, Cut the Crap Tom Dougherty, CEO – Stealing Share 25 September 2014 Coke and other soda brands care about your health. Nope. A new health initiative by soda brands is not what it seems. So, what does it mean to consumers when Coca-Cola, Pepsi, Dr....
Is the brand of Coca-Cola in trouble?

Is the brand of Coca-Cola in trouble?

Is the brand of Coca-Cola in trouble? Tom Dougherty, CEO – Stealing Share 16 April 2014 We’re drinking less soda Recent reports show a decrease in sugary sodas in North America and, with a move by consumers to less sugary options, the question has to be...
Sofia Vergara is vibrant, but the Diet Pepsi spot is not

Sofia Vergara is vibrant, but the Diet Pepsi spot is not

Sofia Vergara is vibrant, but the Diet Pepsi spot is not Tom Dougherty, CEO – Stealing Share 25 January 2012 Outside of her, there’s not much different about the spot If you’re a fan of the ABC show, “Modern Family,” you’re familiar with Sofia Vergara, the...