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Cola Wars is the term used to describe the campaign of mutually-targeted television advertisements and marketing campaigns in the 1980s and 1990s between soft drink manufacturers Coca-Cola and Pepsi-Cola.

Competition

Pepsi and Coca-Cola had/have different brands of soda competing with each other:

Brand Pepsi Coke
Dark ColaPepsiCoca Cola
Diet / Low calorieDiet Pepsi / Pepsi Light
Pepsi ONE
Pepsi Max		Diet Coke
Tab
Coca-Cola Zero
Coca-Cola Light
Low CarbPepsi Edge (discontinued)Coca-Cola C2 (discontinued)
Lemon Lime SodaSierra Mist/7upSprite
Cherry SodaWild Cherry PepsiCherry Coke
Orange Soda'''Tropicana Twister/Slice/Mirinda/CrushFanta
Orange juiceTropicanaMinute Maid
Iced TeaLipton BriskNestea
WaterAquafinaDasani
Root BeerMugBarq's
Sports DrinkGatoradePowerade
Citrus SodaMountain Dew
Mountain Dew MDX		Mello Yello
Vault
Surge (discontinued)
Vanilla-FlavoredPepsi VanillaVanilla Coke
Lime-FlavoredPepsi LimeCoca-Cola with Lime
Lemon-FlavoredPepsi TwistCoca-Cola with Lemon (discontinued)

Marketing campaigns

Coca-Cola and Pepsi focused particularly on rock stars; notable soft drink promoters included Michael Jackson (for Pepsi) and Paula Abdul, Elton John (for Diet Coke).

Coca-Cola

One example of a heated exchange that occurred during the Cola Wars was Coca-Cola making a strategic retreat on July 11 1985, by announcing its plans to bring back the original 'Classic' Coke after recently introducing New Coke.

Pepsi

Pepsi ads often focused on regular people, particularly the young (and young-at-heart) and those in the future, choosing Pepsi over Coke, supporting Pepsi's positioning as "The Choice of a New Generation." Pepsi began showing people doing blind taste tests called Pepsi Challenge in which they preferred one product over the other, and then they began hiring more and more popular spokespersons to promote their products.

In the late-1990s, Pepsi launched its most successful long-term strategy of the Cola Wars, Pepsi Stuff. Consumers were invited to "Drink Pepsi, Get Stuff" and collect Pepsi Points on billions of packages and cups. They could redeem the points for free, Pepsi lifestyle merchandise. After researching and testing the program for over two years to ensure that it resonated with consumers, Pepsi launched Pepsi Stuff, which was an instant success. Tens of millions of consumers participated. Pepsi outperformed Coke during the summer of the Atlanta Olympics - held in Coke's hometown - where Coke was a lead sponsor of the Games. Due to its success, the program was expanded to include Mountain Dew, and into Pepsi's international markets worldwide. The company continued to run the program for many years, continually innovating with new features each year.[1]

The Pepsi Stuff promotion became the subject of a lawsuit. In one of the many commercials, Pepsi showed a young man in the cockpit of a Harrier Jump Jet. Below ran the caption "Harrier Jet: 7 million Pepsi Points." There was a mechanism for buying additional Pepsi Points to complete a Pepsi Stuff order. John Leonard, of Seattle, Washington, sent in a Pepsi Stuff request with the minimum amount of points and a check for over $700,000US to make up for the extra points he needed. Pepsi did not accept the request and Leonard filed suit. The judgment was that a reasonable person viewing the commercial would realize that Pepsi was not, in fact, offering a Harrier Jet. In response to the suit, Pepsi added the words "Just Kidding" under the portion of the commercial featuring the jet as well as changing the "price" to 700 million Pepsi points (see Leonard v. Pepsico, Inc.).

In 1986, Coca-Cola and Pepsi were launched into space aboard the Space Shuttle in order to conduct a taste test. The companies had to design special cans for use in zero G conditions. The experiment was classified a failure by the shuttle crew, primarily due to the lack of refrigeration and gravity. Coke would later return to space with an improved delivery system, operation conducted and supervised by Mircea Mutiu.

Second Cola War

During the 1990s, a "second cola war" was reported in the United Kingdom. This time it was due to the launch of Virgin Cola, as well as Sainsbury's store brand Classic Cola, which, unlike most store brand colas, was designed to look like a top product worthy of competition. For a few years both colas were competitive with Coca-Cola and Pepsi; at one point Coca-Cola even sued Sainsbury's claiming the design of the Classic Cola can was too similar to Coke's. However, today, both Virgin and Classic Cola are far behind the two major brands.

See also

References

Notes

1. ^ [1] PROMO Magazine

External links

Coca-Cola cola (a type of carbonated soft drink) sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company (NYSE: KO ) and is often referred to simply as Coke.
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Pepsi Cola is a non-alcoholic carbonated beverage produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern North Carolina.
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Pepsi Cola is a non-alcoholic carbonated beverage produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern North Carolina.
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Coca-Cola cola (a type of carbonated soft drink) sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company (NYSE: KO ) and is often referred to simply as Coke.
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Diet food (or dietetic food) refers to any food or drink whose recipe has been altered in some way to make it part of a body modification diet. Although the usual intention is weight loss and change in body type, sometimes the intention is to aid in gaining weight or muscle
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A calorie is a unit of measurement for energy. Calorie is French and derives from the Latin calor (heat). In most fields, it has been replaced by the joule, the SI unit of energy.
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Nutrition Facts
Serving Size 12 fl oz (355ml)
Servings Per Container 1

Amount Per Serving
Calories 0

% Daily Value*
Total Fat 0g 0%
   Saturated Fat 0g 0%
   
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Crystal Pepsi: Discontinued; clear version of cola; introduced in 1992 and sold until 1993.
  • Crystal by Pepsi: Discontinued (non-cola) citrus flavored reformulation of Crystal Pepsi.
  • Pepsi: PepsiCo's signature cola flavor and its namesake cola.
    ..... Click the link for more information.
    • Pepsi ONE (so named because it contains one calorie per eight-fluid ounce (230 ml) serving) is a sugar-free cola, marketed by PepsiCo in the United States as an alternative to regular Pepsi and Diet Pepsi.
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    Pepsi Max is a low-calorie, sugar-free cola, marketed by PepsiCo as an alternative to regular Pepsi and Diet Pepsi.

    History


    This article or section may contain a proseline.

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    Diet Coke (sometimes known as Diet Coca-Cola, Coca-Cola Light or Coke Light) is a sugar-free soft drink produced and distributed by The Coca-Cola Company.
    ..... Click the link for more information.
    TaB is a diet cola. It was the first diet soft drink brand produced by the Coca-Cola Company. It was introduced in 1963 and has been reformulated several times. It was initially sweetened with cyclamate.
    ..... Click the link for more information.
    Coca-Cola Zero or Coke Zero is a product of the Coca-Cola Company. It is a sugar-free variation of Coca-Cola. In the United States, where the drink was first introduced, Coke Zero is marketed as having zero calories[1] (hence the Zero
    ..... Click the link for more information.
    Diet Coke (sometimes known as Diet Coca-Cola, Coca-Cola Light or Coke Light) is a sugar-free soft drink produced and distributed by The Coca-Cola Company.
    ..... Click the link for more information.
    Low-carbohydrate diets or low-carb diets are nutritional programs that advocate restricted carbohydrate consumption, based on research that ties consumption of certain carbohydrates with increased blood insulin levels, and overexposure to insulin with metabolic syndrome (the
    ..... Click the link for more information.
    Crystal Pepsi: Discontinued; clear version of cola; introduced in 1992 and sold until 1993.
  • Crystal by Pepsi: Discontinued (non-cola) citrus flavored reformulation of Crystal Pepsi.
  • Pepsi: PepsiCo's signature cola flavor and its namesake cola.
    ..... Click the link for more information.
    • Coca-Cola C2 (also referred to as Coke C2, C2 Cola, or simply C2) is a cola-flavored beverage introduced by The Coca-Cola Company first in Japan, then later on June 7, 2004 in the United States (and shortly thereafter, Canada), in response to the
    ..... Click the link for more information.
    Lemon-lime is a common carbonated soft drink flavor, consisting of lemon and lime flavoring. Sprite, Sierra Mist, Mountain Dew, and 7 Up are the most popular examples.
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    Sierra Mist is a multi-lemon-lime flavored caffeine-free soft drink, introduced by PepsiCo in 2000 and rolled out nationally in 2003. It was made as a caffeine-free alternative to Mountain Dew and as a competitor to Sprite and 7 Up in the United States.
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    Lithiated Lemon)

    Variants dnL, 7 Up Plus
    Related products Dr Pepper, Sprite, Sierra Mist

    7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink.
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    Current Sprite can.

    Type Lemon-lime

    Manufacturer Coca-Cola Company

    Country of origin
    The template is . Please use instead.
    This usage is deprecated. Please replace it with .
    '''The template is deprecated.
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    Crystal Pepsi: Discontinued; clear version of cola; introduced in 1992 and sold until 1993.
  • Crystal by Pepsi: Discontinued (non-cola) citrus flavored reformulation of Crystal Pepsi.
  • Pepsi: PepsiCo's signature cola flavor and its namesake cola.
    ..... Click the link for more information.
    • Coca-Cola Cherry is produced and distributed by The Coca-Cola Company's bottlers. It was introduced to a test audience in 1982 at the 1982 World's Fair as Cherry Coke, and entered mainstream production in 1985.
    ..... Click the link for more information.
    Orange soft drinks (called orangeade in UK, orange fizzy or orange soft drink in Australia and orange pop or orange soda in certain regions of the US) are carbonated orange drinks.
    ..... Click the link for more information.
    Tropicana Products, an American based company, was founded in Bradenton, Florida, USA in 1947 by Anthony T. Rossi. Since 1998, it has been owned by PepsiCo, Inc.

    History

    Anthony T. Rossi

    Anthony T. Rossi (1900–1993) was born in Italy on the island of Sicily.
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    Slice may refer to:

    Food

    • A portion of bread, cake, or meat that is cut flat and thin, cf. sliced bread
    • Slice (soft drink), a line of fruit-flavored drinks
    • Vanilla slice, a dessert
    • Mr.

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    Mirinda is a brand of soft drink available in fruit varieties including orange, grapefruit, apple, strawberry, pineapple, banana, and grape flavors. It is part of a beverage area often referred to as the flavor segment, comprising carbonated and non-carbonated fruit-flavored
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    Crush may refer to:
    • Crushing, a violent collision or compression (such as performed by a crusher); a crash; destruction; ruin.
    • Violent pressure, as of a crowd; a crowd which produced uncomfortable pressure;

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    Fanta is a global brand of fruit-flavored soft drink from the Coca-Cola Company. There are over 70 flavors world-wide; however, most of them are only available in some countries. The brand was originally introduced in Germany in 1940, and was purchased by Coca-Cola in 1960.
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    Orange juice is a fruit juice obtained by squeezing, pressing or otherwise crushing the interior of an orange. The largest exporter of orange juice is Brazil, followed by the United States (predominantly from Michigan, where orange juice is the official state beverage).
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