features
Battalion/Page 2B
March 25, 1982
Pepsi, Coke say Seven-Up
caf feine ads misleading
United Press International
ST. LOUIS — The gloves are
off. Seven-Up has launched a
bare-knuckled attack on the
world’s cola giants with its new
“caffeine-free” advertising blitz.
And Coke and Pepsi aren’t
about to back away from the
light.
“We view Seven-Up’s ads as a
disservice to the public, since it
perpetuates unsubstantiated
health concerns by the use of
scare tactics,” said Rebecca
Goeke, a spokeswoman for Pep-
si-Cola in Purchase, N.Y.
“W r e can only assume that it is
motivated by their declining
sales,” she added.
“Caffeine-containing bever
ages have been consumed for
over 4,000 years,” said spokes
man Joe Wilkinson of Coca-Cola
Co., the industry leader, in
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Atlanta “It is our firm convic
tion, supported by scientific evi
dence, that the use of caffeine in
soft drinks poses no health
hazard.”
Seven-Up’s new television
advertisements first aired
nationwide March 3. The ads
promote Seven-Up as “crisp and
clean, no caffeine.” New Seven-
Up cartons carry the slogan
“never had it, never will.”
“We are simply offering the
consumer a choice,” said Seven-
Up spokesman Les Zuke at the
company’s St. Louis headquar
ters. “That is as far as we go.
Pepsi is the one bringing up the
issue of health.”
Industry observers said cola
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companies are jittery because of
a growing public concern that
caffeine might be harmful, espe
cially to pregnant women.
The cutthroat competition
among soda companies has
forced down the price of some
soft drinks to 1940s levels. One
industry analyst said a casualty is
Seven-Up, which has lost its cus
tomary No. 3 industry position
to Dr. Pepper.
Zuke said Seven-Up’s 1981
sales of $432.1 million were 22
percent higher than 1980, but
added, “It came as no secret that
the company had lost money.”
The National Soft Drink
Association, based in Washing
ton, said the market share for all
sugar-sweetened cola drinks fell
from 60.6 percent in 1979 to
54.8 percent in 1980, the latest
year for which figures were
available.
The market shares of lemon-
lime drinks such as Seven-Up
and “pepper” drinks such as Dr.
Pepper and Mr. Pibb also drop
ped slightly, the association said.
In general, diet soft drinks in
creased in popularity.
Despite the shift in buying
patterns, Steve Price of Bever
age World, a trade publication,
said the caffeine issue is the in
dustry’s major current topic.
“This is the controversy,”
Price said. “They (cola makers)
are miffed. You have two giants,
Coke and Pepsi, fighting it out
for the top position. All the
others are fighting for their own
share of space in the market. It’s
always been that way.”
Pepsi also is critical of Seven-
Up’s owner, Philip Morris Inc.
of New York.
Even a non-cola soft drink
maker is sniping at Seven-Up.
Sunkist Soft Drinks Inc. com
plained to the television net
works, saying Seven-Up’s ads in
correctly portrayed Sunkist as a
ca ffeine-con tai n i n g d rink.
Mr. Piano Man
staff photo by Sumanesh Afra*:
Bart McDonald plays a tune in the piano at the age of six, and |
MSC lounge during his spare time. says his father, also a pianist, in-
McDonanld started playing the spired him to play.
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Space shuttle tiles
depend on Irving
firm for success
b
United Press International
IRVING — Keeping the
space shuttle Columbia’s 40,000
heat-resistant files in place tim
ing its third mission depends in
large measure on the success of a
technology partially developed
by a small north Texas firm.
Numerical Control Services
of Irving develops computer
programs that control die
manufacture of the critical
plates which prevent the orbiter
from incinerating on re-entry
into the Earth’s atmosphere.
“Numerical control prog
ramming is a programming of
metal working machine control
lers,” said Paul Turley, the
transplanted Californian who
heads Numerical Control Ser
vices. “The (tiles) are made by a
machine and we write the prog
rams that control those
machines.”
Turley, 48, founded NC Ser
vices, and describes his firm’s
While the NASA comn
may be his firm’s most dranuo
about 80 percent of the find
S2.4 million in revenueslasn
came from defense-related:
craft contracts similar to th
he anticipates for the future
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technology as essential not od
to the space shuttle but toi
manufacture of large jet a
craft.
“Boeing said they couldnj
have made the 717 witlm
numerical control prograi
ming,” he said.
Though T urley is watchn
Columbia’s progress as anxio
ly as anyone, he appears
more concerned with the faui
the administration’s prop
defense budget.
Among the projects furled
hoping the Reagan budget d
bring are lucrative contracts tol
the F-18 jet fighter and theB-j
bomber.