Word: pepsis
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...brand brouhaha began back in 1980, when Goizueta and Keough were picked for Coca-Cola's top jobs. They were determined to reverse a disturbing trend. Over the previous decade, Pepsi had been steadily gaining on Coke. Using a brash advertising campaign built around the "Pepsi Challenge" slogan, the rival cola was becoming increasingly popular with younger drinkers, who seemed to prefer its sweetness to the crisper taste of Coke. The inroads were largest in supermarkets, where Pepsi in 1977 actually overtook Coke in sales. Because of its dominance in the fountain and vending-machine trade, however, Coke still holds...
...stock in 1982, and has placed its once exclusive brand name on drinks ranging from cherry Coke to caffeine-free diet Coke. The addition of Coca-Cola Classic will bring the number of products bearing the Coke name to six, compared with the single Coke that Goizueta inherited. Pepsi, by contrast, has its name on five products...
Coke may emerge stronger than ever from this adventure. It now flanks Pepsi on two sides, much as a military force might surround an enemy. Says Alexander Kroll, president of the Young & Rubicam advertising agency: "It's the most unusual strategy for launching a flanker brand in history, and it may work." Some are sure it will. "They've backed into one of the most powerful strategic positions in the consumer marketplace," says Emanuel Goldman of Montgomery Securities in San Francisco. "After all, they can satisfy the die-hard Coke customers and the consumers who like the sweeter taste...
That may be true even though Coke could conceivably surrender first place to Pepsi in the cola wars. With two Cokes on the shelf, the supermarket purchase share of each might be lower than what Pepsi can muster. Coke is unlikely to worry though, since the combined might of its dual entries will still be greater than Pepsi's. In this case, notes Jesse Meyers, publisher of Beverage Digest, "the sum of the parts is greater than the whole...
...boards of lights. On June 6 this year, the command crew was 1st Lieut. Donald R. ("Skip") MacKinnon, 32, and 1st Lieut. Stephen J. Griffin, 24. June 6 was an atypically busy day for them because the launching codes were being changed, as they are periodically. A Diet Pepsi can rested on one of the consoles. Five miles away from Tango Zero, a Minuteman III "floats" in a vertical underground cylinder, pointed upward, held in place by mechanical "articulating arms" that look like four sets of three fingers. The missile is hospital green; no U.S. flag is painted...