Soft drink Advertising � How would you characterize the soft drink industry in the U.S.A.? For many years the soft drink industry ruled the world. However, in today�s health conscious market the soft drink industry is having to reinvent them self, not only with their marketing strategy, but also with their products. For example, Sprite, has been around for years and this drink is carbonated and not at all healthy for your body. However, in their ads they surround the drink with athletes and sporting events, making it seem to be a health conscious sport�s drink. An example of product that has reinvented themselves is 7up. They have introduced the new 7up Plus, this contains several new vitamins and minerals to appease their health conscious demographic. Although with marketing and product diversity the soft drink industry will be able to last. However, they are having to spend billions of dollars to reinvent and retain the market that they have had such a strong hold on for all these years. � How would characterize Dr. Pepper/7up and Squirts positioning in today’s carbonated soft drink market? In 1994 Foote Cone and Belding recommended and brand management agreed that Squirts unique thirst quenching attribute should be the dominant positioning dimension upon which they base their brand. They have maintained this strategy even today and market their product to adults ages 18-44. Dr. Pepper and 7up revised their strategy in 1995 to better suite the changing market. They wanted to reduce the intensity of their ads to better suite their targeted audience. These brands want to set themselves apart from other ads by just focusing on the everyday normal person. � Pros and Cons Pros- Obviously today’s market revolves around Atkins, healthy, and weight conscious products. Many of the soft drink commercials have tried to place themselves in more of a healthy light. This is what will set Dr. Pepper and company apart from the other drinks and their ads. Everyone knows that soft drinks aren’t good for you. Carbonation is not good for your body. They will not have to spend all the money that other brands are having to spend to reinvent themselves as a product and as a company. Cons-The same thing that makes this plan a good idea also could be its downfall. The market is changing and if companies cant keep up with the market they may be fall behind in sales and product standings.