Soda Brand Chatter Declines As Consumers Spend More Time Talking Tech
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It’s not just that people aren’t drinking soda — they’re not talking about it either.
According to a new report out from the Keller Fay Group, word of mouth impressions for Coke, Pepsi, Dr Pepper and a slew of other soft drinks have been steadily declining since 2011. Last year, Coke ceded its most-talked-about-brand status to Apple.
Since 2011, face-to-face conversations are down 6% at Coke and 9% at Pepsi. One bright spot in the soda category is Coca-Cola’s Fanta brand, which saw word-of-mouth impressions increase 11%. And during the same time, social-media conversations are up 39% for Coke and 31% for Pepsi. But social-media conversation is rising off of a small base and is still a small part of the equation. In 2013, for example, face-to-face conversations accounted for 84% of word of mouth, while social media was 2%. The overall sentiment of conversations about soda, both online and offline, is positive.
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