Word: pepsi
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Coca-cola officials have often been asked about their 100-year rivalry with Pepsi-Cola, and they usually respond diplomatically, claiming to benefit from having a competitor that has seemingly fought them to a standstill for every drop of business worldwide. "If Pepsi didn't exist, we'd have to invent it," is the generous reply...
...know why. Over the past five years the Atlanta goliath has used Pepsi as a punching bag, kicking its can from Turkestan to Tallahassee and creating vast amounts of wealth for shareholders in the process. Who wouldn't want a foe like that? By the time Roger Enrico walked into the chief executive's suite at PepsiCo headquarters in Purchase, N.Y., three years ago, the company's performance had detached itself from its image as a vaunted marketing maverick that launched the cola wars in the '80s. The numbers tell all: in the U.S., Pepsi sells a single soda...
...Enrico the old cola warrior is rewriting the rules of engagement. When you see Pepsi advertising on the air, it will still be in Coke's face, although perhaps not as relentlessly as before. Take its "Joy of Cola" campaign, in which the cherubic Hallie Eisenberg lip-synchs voice-overs from celebrities--including Marlon Brando as Don Corleone--to demand Pepsi over you-know-what. Yet it's a much broader, less edgy approach than the company's Generation Next theme, whose message excluded much of the audience. The company has also launched a new beverage, Pepsi One, to keep...
...many respects Pepsi is getting real about what it can accomplish. On the ground, the goal is to be in your face, not Coke's, and steadily increase Pepsi's presence by gaining a restaurant account here, an extra foot of shelf space there. For Pepsi, a company whose culture has always thrived on big-idea, renegade thinking, this is much humbler stuff. But, asks Marineau, "how do you become a Pepsi loyalist...
...girl l met at the ice Cream Bash confirmed this hypothesis: "Harvard only uses Coke products," she complained. Yale, on the other hand, had Pepsi products. It. was not political passion but simply an inflexible taste-preference that made her shun Coke. Yale...