Marketing: Harder Sell for Soft Drinks

Into a higher corporate orbit goes U.S. Astronaut John Glenn, using a 12-oz. bottle of Royal Crown Cola as a launch vehicle. Royal Crown's vice president for corporate development, Glenn last week was also named chair man of the company's international subsidiary. He and Morgan J. Cramer, a former president of P. Lorillard Co. (tobacco) and now R. C. International's president, aim to increase foreign sales 25% next year. Other U.S. soft-drink makers are also training some of their highest-priced executive and promotional talent on the foreign market, whose growth rate will...

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