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Word of Mouth & Soft Drinks: A Report by The Keller Fay Group June 2014

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Soft drink word of mouth has declined since 2011 while tech brand talk has increased, according to research by The Keller Fay Group. Apple has surpassed Coca-Cola to become the most talked about …

Soft drink word of mouth has declined since 2011 while tech brand talk has increased, according to research by The Keller Fay Group. Apple has surpassed Coca-Cola to become the most talked about brand. The biggest decline in soft drink chatter was among teens and hispanics but there were also double-digit declines among those age 35-44 and affluents. Part of the equation which bucked the overall trend was social media chatter about soft drinks, which increased but grew from a much smaller base than face-to-face conversation. One bright spot which saw an increasing percentage of talk was Coca-Cola's Fanta brand. Overall sentiment about soft drinks did not change.

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  • 1. © 2014 Keller Fay Group | Not to be quoted or distributed without written permission Word of Mouth & Soft Drinks June 2014
  • 2. Key Findings 2 Soft drink word of mouth (WOM) volume declined since 2011, while sentiment remained stable. Teens & Hispanics contributed most to the decline. Offline soft drink WOM went down, while social media-based WOM grew since 2011. Coca-Cola lost its WOM lead to Apple & Walmart.
  • 3. Soft Drink WOM Declined Since 2011 3 40 38 36 34 20 25 30 35 40 45 2011 2012 2013 2014 (Projected) Billions Annual Beverage WOM Impressions Soft Drinks Beverage Alcohol Still Beverages Sport/Energy Drinks Coffee 17 19 19 16 7.6 7.3 6.9 5.0 3.8 3.6 3.5 3.2 1.0 1.2 1.1 1.00 5 10 15 20 25 2011 2012 2013 2014 (Projected) Billions Note a smaller scale than left chart © 2014 Keller Fay Group, Source: TalkTrack® Change in WOM Change in Sales* 2011 vs. 2012 -3% -1.2% 2012 vs. 2013 -6% -3% *According to Beverage-Digest A steeper decline was noted in soft drink WOM than sales.
  • 4. WOM for Most Soft Drink Brands Decreased Since 2011; Fanta is the Sole Exception Brand Change vs. 2011 -7% -9% -15% -8% -10% -17% -14% -26% +11% -23% Change in WOM Volume Among Top 10 Most Discussed Soft Drinks 2011 vs. 2013 4© 2014 Keller Fay Group, Source: TalkTrack®
  • 5. Apple Replaced Coca-Cola as the Most Talked About Brand in America, Starting in 2013; Among Key Demo Segments, Apple or Walmart Are #1 in 2012 and 2013. © 2014 Keller Fay Group, Source: TalkTrack® 2010 2011 2012 2013 Total Public Men Women Teens Millennials (18-34) 35-44 year olds 45-69 year olds Hispanics African-American Affluent (+75K) Dads Moms 5 #1 Most Talked About Brand Among Segments The findings are generally consistent with 2014 in-progress. However, Coca-Cola reclaimed the lead in the beginning of 2014 among those 35+, Hispanics & dads.
  • 6. The Biggest Declines in CSD WOM is Seen Among Teens & Hispanics 6 CSD talk also dropped by double digits for women, those 35-44, & Affluents Key Contributors to the Decrease? 0 5 10 15 20 25 Men Women Millennials 18-34 45-69 Moms 13-17 Affluent ($75K+) 35-44 Dads Hispanic African American Billions 2011 2013 -12%-6% -28% -10% -26%-4%-4% -14% Boxes show % change since 2011 Annual Soft Drink WOM Impressions Among Segments © 2014 Keller Fay Group, Source: TalkTrack®
  • 7. Offline Soft Drink WOM Down; Social Media Up 7 Soft Drinks Face-to-Face -8% -6% -9% Social Media +23% +39% +31% Changes in Projected WOM Impressions Since 2011 Face-to- Face, 84% Phone, 9% IM/Text, 3% Social Media, 2% Email, 2% Other, 1% Mode of Soft Drink Conversations, 2013 Steep declines in soft drink WOM were noted by all modes of conversation, with the one exception being social media which grew by 23%. © 2014 Keller Fay Group, Source: TalkTrack®
  • 8. Soft Drink Sentiment Stable Since 2011 8 70% 70% 71% 0% 15% 30% 45% 60% 75% Soft Drink Positive WOM 2011 2012 2013 19% 20% 20% 0% 15% 30% 45% 60% 75% Soft Drink Negative & Mixed WOM 2011 2012 2013 Sentiment of Soft Drink WOM - % Positive & % Negative/Mixed © 2014 Keller Fay Group, Source: TalkTrack®
  • 9. TalkTrack® Methodology • Keller Fay Group’s TalkTrack®, a national syndicated program measuring word of mouth in all forms – face-to-face, over the phone, and through the Internet. – Over three-quarters of all conversations occur face-to-face, as depicted in the pie chart. • The study involves 36,000 online consumers annually, yielding approximately 360,000 conversational mentions of brands. • Respondents are representative of the US population aged 13 to 69, use a diary to keep track of their brand conversations, then complete an online survey to gather detailed information about these conversations. Face-to- Face 77% Phone 15% Online 6% Other 2% Mode of Conversations Across All Categories 9
  • 10. 65 Church St., New Brunswick, NJ 08901 +1.732.846.6800 +1.732.846.6900A P F www.kellerfay.com © 2014 Keller Fay Group | Not to be quoted or distributed without written permission Bringing best-in-class tools to word of mouth strategy and measurement

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