Phil Mooney Jan 1, Share:
A brief history of the Coke vs. Pepsi wars by Ben Bold October 06, Coke vs. It is a clear challenge to Coke, but only the latest of many salvos fired in a conflict that harks back to the turn of the last century.
Beginnings As far back as the early s, Pepsi-Cola and Coca-Cola were constantly using ads to snipe at one another over which drink had the most efficacious medicinal properties. Given that Coke originally had cocaine in the recipe, Pepsi was clearly the healthier option.
The Pepsi Challenge Fast-forward towhen Pepsi launched what has become the definitive taste test: The tests, which took place at malls and shopping centers, saw a Pepsi representative ask members of the public to blind-taste two cola drinks — one Pepsi, the other Coke.
Invariably, the result was that most consumers preferred the taste of Pepsi. Space, the final frontier? Not content with keeping their rivalry grounded on planet Earth, in Coke and Pepsi literally blasted off into space onboard the Space Shuttle Challenger. But despite special cans for zero gravity and various other technological innovations devised to enable the crew to drink cola in space, neither product impressed the astronauts.
Meanwhile, Pepsi execs had managed to obtain some samples prior to the official launch. Upon trying the new formula, they were as unimpressed as consumers turned out to be. Pepsi promptly announced that it had won the cola wars and gave its entire staff a week off.
Then, inthe non-sponsor set out to hijack publicity surrounding the tournament from Coke, which was an official sponsor. Pepsi launched a global marketing campaign featuring a charity song, "Oh Africa" in Januaryamid football fever for the South Africa-hosted tournament.
Coca-Cola launched the "largest marketing program" in its history, while Pepsi launched a global TV campaign in more than countries, with a digital version that viewers can interact with and gain a closer look into the streets of Rio de Janeiro. Peace on Twitter An antidote to all the venom-spitting, in Coca-Cola and Pepsi kissed and made up.
As part of a social experiment between the bitterest of fizzy-drink rivals, creative agency Amnesia Razorfish invited the two companies — both on Twitter, but not fellow followers — to go out on a limb and acknowledge one another.
Amnesia Razorfish founder Iain McDonald sent a tweet which read: Dear pepsi and cocacola, why not follow each other on Twitter and be friends: A gracious but competitive hello from Coca-Cola, pepsi. Can rivals and tweeps coexist?The Cola Wars 1 EXECUTIVE SUMMARY The Cola Wars are one of the greatest competitive battles between two companies of any given industry of all time.
The competitive market developed late in the ’s but didn’t come full circle until the ’s and ’s when Coca-Cola and Pepsi started. The market share between Pepsi and Coke became narrow. Further indication of the diminishing position of Coke relative to Pepsi was a study by Coca Cola’s own marketing research department showed that in , 18 percent of the soft drink users drank Coke exclusively, while only 4% drank only Pepsi.
Unformatted text preview: Cola Wars: Coca-Cola vs. PepsiCo Intense competition between Pepsi and Coca-Cola has characterized the soft-drink industry for decades. In this chess game of giant ﬁrms, Coca—Cola ruled the soft— drink market throughout the , , and early %(4).
Coke Vs. Pepsi Coke and Pepsi in Russia: In , Pepsi signed an agreement with the Soviet Union which made it the first Western product to be sold to consumers in Russia. This was a landmark agreement and gave Pepsi the first-mover advantage. Presently, Pepsi has 23 plants in the former S. Between the phasing out of the Hutchinson bottles and the phasing in of the familiar contour bottle, bottlers used a wide range of straight-sided bottles that were .
Seven years later, Pepsi was created as a direct competitor. The cola war waged on for decades with the edge moving back and forth between the two competing firms. But truth be told, Coca-Cola has won the cola war. Coke controls 42% of the total carbonated soft drink market, compared with Pepsi's 30%, according to Beverage Digest.