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Idk, it could still be wrong or not as useful as thought of.

https://www.forbes.com/sites/augustinefou/2021/01/02/when-bi... :When Big Brands Stopped Spending On Digital Ads, Nothing Happened. Why?

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Interesting article. I know the big CPGs have been challenged by digitally native brands like harrys and the shave companies. It's also clearly not true if you're not a globally known brand with a lot of monopolies. I wonder if it holds true in all markets for the big brands. I also wonder if it would open them to more competition from smaller brands over time. Like the other commenter said, hard to name too many non coke/pepsi carbonated beverages.

I just wanted to comment on the Coke point specifically. They already have achieved market penetration at such a high level that I wonder is it really still worth it for them to keep spending 4B on ads a year. Uber also had a similar experience: https://news.ycombinator.com/item?id=25623858

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