Keep pulling the thread on John S. Pemberton.
In the 1970s and 1980s, Pepsi launched the "Pepsi Challenge," a direct taste-test marketing campaign which claimed consumers preferred its taste over Coca-Cola.
In 1985, Coca-Cola introduced "New Coke" as a strategic response to losing market dominance to Pepsi.
The introduction of "New Coke" in 1985 was met with a swift and visceral consumer backlash.
Following the negative consumer reaction to "New Coke," Coca-Cola reversed its decision and reintroduced its original formula as "Coca-Cola Classic."
In its early history, Pepsi experienced the bankruptcy of its founder, Caleb Bradham, before rebounding under new ownership.
During the Great Depression, Pepsi implemented a competitive strategy of offering double the quantity for the same price as its competitors.
In the mid-20th century, Pepsi launched the "Pepsi Generation" campaign to champion youth, diversity, and a break from tradition.
Coca-Cola responded to Pepsi's youth-focused marketing with campaigns centered on unity and global connection, such as its iconic "Hilltop" advertisement.
Around the turn of the millennium, both Coca-Cola and Pepsi diversified their product portfolios to include beverages like bottled water and energy drinks.
The portfolio diversification by Coca-Cola and Pepsi was a strategic adaptation to a more health-conscious consumer base.
In the digital age, Coca-Cola and Pepsi have adapted their marketing strategies to include viral campaigns, social media, and global sponsorships.