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.