-the wars-
In this day and age, we have all heard of “The Cola Wars”, however, what do we really know? What are the soda wars? How did it begin? Who’s better, Who won?
The pepsi challenge campaign
In the United States in the 1970’s, the South was known as Coke country,while the North was Pepsi dominated. Pepsi-Cola had one goal; to infiltrate Coke country and dominate the market (Stoddard, B).
In the United States in the 1970’s, the South was known as Coke country,while the North was Pepsi dominated. Pepsi-Cola had one goal; to infiltrate Coke country and dominate the market (Stoddard, B).
Top leaders of the Pepsi-Cola Company devised a campaign known as “The Pepsi Challenge.” The campaign involved everyday people being filmed as they took the challenge to choose Coke over Pepsi while unaware of which cola they were drinking. Commercials were aired on television of participants taking the challenge in real time, these commercials were a huge success for the campaign. Not only did the commercials contribute to the credibility of the campaign, the press coverage provided free publicity, which in turn increased sales. The Pepsi Challenge became such a powerful marketing tool that it became part of all Pepsi advertising (Stoddard, B.).
Consumer Responses
-Final thoughts-
So, who won the soda wars? I believe this question can be answered by the president of the Pepsi-Cola Company Roger Enrico (Enrico, R., & Kornbluth, J.).
“To be sure, the pressure’s still on – but we like it that way.
And the stakes are higher, but that’s fine too.
If we win . . . well, by now, both of us know that neither
Pepsi nor Coke wins decisively in this game. And if we fail . .
well, we’ve both failed before and picked ourselves up off
the floor”