• Spend on advertising Coke was flat and Diet Coke and Coke Zero’s budgets were cut by a third last year.
  • That doesn’t mean CCE wasn’t spending: it forked out £4.7m on ad space for its Olympic corporate sponsorship. But after less than sparkling 2012 sales, it is focusing on specific brand campaigns this year - such as the return of the Diet Coke hunk to mark the brand’s 30th anniversary - in its bid to get back on track, says the company.
  • If raising traditional ad spend in 2013 doesn’t return the fizz to Coke, it could always sponsor a daredevil, as Red Bull did last year by backing stratospheric skydiver Felix Baumgartner (pictured).
  • Pepsi, meanwhile, stole sales without upping traditional ad spend: The X-Factor and Euro football sponsorships helped.