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Why Coke is Losing the Cola Wars on the Oregon Coast

Stopping by the store to pick up a Diet Coke on the central Oregon Coast, I found one entire fridge door full of Pepsi and Pepsi products. I kept walking down the aisle, looking, looking, looking, only to find that 2 slots out of one row were devoted to Coke and Diet Coke- and the label was turned around on the Diet Coke when you peeped through the door.

It's the same with any store on the central Oregon Coast- and with most restaurants, who typically only serve Pepsi products. I always thought the reason why you couldn’t get a Diet Coke on the coast had to do with the close proximity of a Pepsi plant. Not at all, according to one local business owner.

“Coke doesn’t do anything for us, that’s why,” the store owner explained. “The Pepsi people come in and do the displays, provide merchandising, do everything. Coke doesn’t do any of it. There’s a Coke plant in Florence,” she explained. “It’s not like they have to come over the mountain.”

There you have it. A simple reason for why Coke is losing the cola wars on the Oregon Coast: Just a total lack of merchandising.


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