Cola wars

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The cola wars are a series of mutually-targeted television advertisements and marketing campaigns since the 1980s between two long-time rival soft drink producers, The Coca-Cola Company and PepsiCo. The battle between the two dominant brands in the United States intensified to such an extent that the term “Cola wars” was used to describe the feud. Each employed numerous advertising and marketing campaigns to outdo the other.


Coca-Cola advertising has historically focused on wholesomeness and nostalgia for childhood. Coca-Cola advertising is often characterized as "family-friendly" and often relies on "cute" characters (e.g., the Coca-Cola polar bear mascot and Santa Claus around Christmas).[citation needed]

One example of a heated exchange that occurred during the Cola Wars was Coca-Cola's making a strategic retreat on July 11, 1985, by announcing its plans to bring back the original "Classic" Coke after recently introducing New Coke.[1]


Pepsi Challenge[edit]

In 1975, Pepsi began showing advertisements based on the Pepsi Challenge, in which ordinary people were asked which product they preferred in blind taste tests.

Drink Pepsi, Get Stuff[edit]

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 1996 Summer 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 Pepsi's international markets worldwide. The company continued to run the program for many years, continually innovating with new features each year.[2]

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 maximum amount of points and a check for over $700,000 USD 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 changed the "price" to 700 billion Pepsi points (see Leonard v. Pepsico, Inc.).

Online bonus points[edit]

Coca-Cola and Pepsi engaged in a competition of online programs with the re-introduction of Pepsi Stuff in 2005; Coca-Cola retaliated with Coke Rewards. This cola war has now concluded, with Pepsi Stuff ending its services and Coke Rewards still offering prizes on their website. Both were loyalty programs that give away prizes and product to consumers who, after collecting bottle caps and 12- or 24-pack box tops, then submitted codes online for a certain number of points. However, Pepsi's online partnership with Amazon allowed consumers to buy various products with their "Pepsi Points", such as mp3 downloads. Both Coca-Cola and Pepsi previously had a partnership with the iTunes Store.

In space[edit]

Mock-up of Coke dispenser flown aboard the Space Shuttle Discovery in 1995, on display at the Astronaut Hall of Fame.[3]

In 1985, Coca-Cola and Pepsi were launched into space aboard the Space Shuttle Challenger on STS-51-F. The companies had designed special cans (officially the Carbonated Beverage Dispenser Evaluation payload or CBDE) to test packaging and dispensing techniques for use in zero G conditions. The experiment was classified a failure by the shuttle crew, primarily due to the lack of both refrigeration and gravity.[citation needed]

The "Coca-Cola Space Dispenser" (Fluids Generic Bioprocessing Apparatus-1, or FGBA-1) was designed to provide astronauts the opportunity to enjoy Coca-Cola and Diet Coke in the weightless environment of space, and to "provide baseline data on changes in astronauts' taste perception of beverages consumed in microgravity."[4] It held 1.65 liters each of Coca-Cola and Diet Coke. An astronaut would dispense the carbonated drink of choice into a "Fluids Transfer Unit" or sealed drinking cup through a quick connect on the dispenser. To save power, the dispenser would chill the liquid on demand via cooling coils between the storage container and the quick connect fitting. The FGBA-1 and 18 of the "Fluid Transfer Units" flew aboard the Space Shuttle Discovery in 1995. (STS-63)[5]

Further development led to a Coca-Cola fountain dispenser (Fluids Generic Bioprocessing Apparatus-2 or FGBA-2) intended as "a test bed to determine if carbonated beverages can be produced from separately stored carbon dioxide, water, and flavored syrups and determine if the resulting fluids can be made available for consumption without bubble nucleation and resulting foam formation".[6] This unit dispensed Powerade sports drink in addition to Coca-Cola and Diet Coke, and it flew on STS-77 aboard Space Shuttle Endeavour in 1996. However, the FGBA-2 did not work as expected.[citation needed]

Comparison of products[edit]

Many of the brands available from the three largest soda producers, The Coca-Cola Company,[7] PepsiCo[8] and the Dr Pepper Snapple Group, are intended as direct, equivalent competitors. The following chart lists these competitors by type or flavor of drink.

Flavor/type PepsiCo The Coca-Cola Company Dr Pepper Snapple Group
Cola Pepsi Coca-Cola RC Cola
Diet/sugar-free cola Diet Pepsi/Pepsi Light
Pepsi ONE
Pepsi Max
Pepsi Next
Diet Coke/Coca-Cola Light
Coca-Cola Zero
Coca-Cola Life
Diet Rite
Diet RC
Caffeine-free cola Caffeine Free Pepsi Caffeine Free Coca-Cola RC 100
Cherry-flavored cola Pepsi Wild Cherry Coca-Cola Cherry Cherry RC
"Pepper"-style Dr Slice
DOC 360
Dr Pepper (distributed by PepsiCo in Canada, Oceania, Poland and parts of the US)
Mr. Pibb / Pibb Xtra
Dr Pepper (distributed by Coca-Cola in Europe (except Poland), Mexico, South America and parts of the US)
Dr Pepper (owner)
Orange Mirinda
Tropicana Twister
Crush (distribution rights)
Minute Maid
Simply Orange
Royal Tru Orange (in the Philippines)
Crush (owner)
Lemon-lime Teem
Mist Twst
7 Up (in countries other than the US)
Lemon & Paeroa
7 Up (in the US)
Stewart's Key Lime
Other citrus flavors Mountain Dew
Citrus Blast
Mello Yello
Sun Drop
Ginger ale Patio
Schweppes (distribution rights)
Seagram's Ginger Ale Canada Dry
Schweppes (owner)
Root beer Mug Root Beer Barq's
Ramblin' Root Beer (until 1995)
A&W Root Beer
Stewart's Rootbeer
Hires Root Beer
Cream soda Mug Cream Soda Barq's Red Creme Soda A&W Cream Soda
Stewart's Cream Soda
Juices Tropicana
(prepackaged only, under license)
Minute Maid
Simply Orange
Nantucket Nectars
Iced tea Lipton
Pure Leaf
(ready-to-drink products only, under license from Unilever)
(manufactured by Nestlé in the US and by a joint venture between Nestlé and Coca-Cola elsewhere)
Gold Peak Tea
Arizona (distribution only)
Sports drinks Gatorade
Vitamin Water
All Sport
Energy drinks AMP
Full Throttle
Bottled water Aquafina Dasani
Dejà Blue

See also[edit]


  1. ^ Kim Bhasin (January 1, 2013). "COKE VS. PEPSI: The Story Behind The Neverending 'Cola Wars'". Business Insider. Retrieved November 11, 2015. 
  2. ^ "Pop Go the Points". 
  3. ^ "Coke machines on-board the space shuttle - collectSPACE: Messages". collectSPACE. Retrieved 2013-07-08. 
  4. ^ "STS-63 Press Kit" (PDF). National Aeronautics and Space Administration. Archived from the original (PDF) on 2011-09-28. 
  5. ^ "The Editor's Collection - STS-63 Coca-Cola Space Dispenser Fluids Transfer Unit". collectSPACE. Retrieved 2013-07-08. 
  6. ^ "STS-77 Press Kit" (PDF). National Aeronautics and Space Administration. Archived from the original (PDF) on 2011-09-28. 
  7. ^ "Brands". The Coca-Cola Company. Retrieved 2013-08-18. 
  8. ^ "PepsiCo Corporate Site". Retrieved 2013-08-18.