Social media effectiveness. Pepsi& Gatorade
Two very interesting articles on Pepsi & Gatorade - both of which have shifted significant amounts of money from traditional advertising into social media. The results look pretty dismal as sales have slipped and Pepsi is now being out sold by Diet Coke.
http://www.bnet.com/blog/advertising-business/how-pepsi-lost-its-facebook-war-with-coke/8254
Admittedly both brands already had issues ....
