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Soda Under Attack: Can Ad Industry Save One of Its Most Important Clients?
By: AdAge
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Here's a challenge for all the creative heavyweights swanning around Cannes next week: Come up with a campaign to save soda.

Granted, there are many other things worthier of saving: whales, seals and other cute mammals. Perhaps trees and wetlands too.

But I'm rather a fan of soda. Soda tastes great and brings me joy, until the carbonation starts backing up half an hour later.

Soda is also a crucial player in the advertising ecosystem. Soda giants spend billions a year on advertising. They keep entire agencies afloat. Not only that, they're often pioneers in creativity, creating legendary print and TV campaigns, experimenting with branded content, testing the waters of ad-free marketing and coming up with downright delightful experiential efforts.

That's now all under attack.

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This was originally published on AdAge. A link to the original story follows this post. www.adage.com
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