Coca-Cola vs Pepsi

While both companies existed in the late 19th century, the intense marketing competition known as the "Cola Wars" escalated significantly in the 1970s and 1980s. Pepsi launched the highly influential "Pepsi Challenge" blind taste test campaign in 1975, which directly provoked Coca-Cola's infamous formulation change.

The Pepsi Challenge demonstrated that a significant number of consumers preferred the sweeter taste of Pepsi in blind tests, which panicked Coca-Cola executives. This directly led to the disastrous launch of "New Coke" on April 23, 1985, which was so poorly received that the company reverted to its original formula less than three months later.

Historically, Coca-Cola has consistently maintained a larger share of the global carbonated soft drink market compared to PepsiCo. While PepsiCo often surpasses Coca-Cola in overall company revenue due to its massive snack food empire (which includes Frito-Lay), Coca-Cola remains the undisputed leader in cola beverage sales worldwide.

The rivalry spawned legendary advertising campaigns, including Pepsi's massive endorsement deals with pop superstars like Michael Jackson in the 1980s. Coca-Cola countered with iconic holiday campaigns featuring the modern image of Santa Claus in the 1930s, as well as the globally unifying "I'd Like to Buy the World a Coke" commercial in 1971.