May
04
Dr Pepper Ups Marketing Spend, Readies for Growth
Posted in: Uncategorized
NEW YORK (AdAge.com) — In an environment where major marketers are slashing budgets, Dr Pepper Snapple is betting on the opposite approach. The beverage company plans to increase its $360 million marketing budget by a mid-single digit percent in the first half, possibly more in the second half. Exec VP-Marketing Jim Trebilcock talked about Dr Pepper's expansion at McDonald's, his rivals' upbeat campaigns and why it's not so bad to be in the soft-drink business.
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