According to the spend trend in the soft drink aerated category in the year 2003, there are some aberrations in the spending pattern. Even without the pesticide controversy (in the summer 2003, that is March-June), the advertising was lowest compared to previous years. The scene would have been even worse if it were not for the World Cup (WC) 2003 (February -March). In these months, the advertising was highest, as compared to other years. The month of August 2003 recorded the lowest spends in all years, whereas September 2003 had the highest spend compared to the rest.

Moving on to the individual brands, we see that almost all the brands drop advertising during winters as well as in June-August (because of the pesticide row). Coca Cola is an exception though; its spends increase exceptionally in the month of September. Pepsi was at its peak during the WC 2003 since it was one of the main sponsors. The brand Pepsi Blue, being a WC Special, was advertised only from January to April 2003. Advertising for this brand stopped shortly after the WC 2003.

We shall be coming out with similar analyses in the next few weeks. Keep watching this space for more.....