Clever as the advertisements may be, the talent agency's unconventional two-year association with the soft-drink company has failed to energize the domestic cola market.

Black adults provide a slightly better cola market than the general population does, according to Simmons Market Research.

The Italian government counters that Coke has 80 percent of the cola market, making it far and away the largest player.

In Italy, where Coke has an 80 percent share of the cola market, a separate national investigation was begun this month.

Coke has the largest share of the Japanese cola market, but sales have been hurt lately because Japanese consumers consider other drinks healthier.

The product's initial market-share goal, he said, was 1.5 share points of the cola market, or 50 million cases.

Pepsi, after all, had a third of the cola market when it pulled out nine years ago.

It was introduced by 7 Up in the hopes of capturing 1% of the cola market.

But whether Arizona can achieve the same success in the huge cola market is less clear.

The lucrative cola market was one such area in which President's Choice had experienced only limited success.