After learning about brand positioning and value propositions, we can clearly see that in the war between Pepsi and Coke, establishing your brand as the “best” is extremely important. In their century-long struggle for greater market share, both Coke and Pepsi tried to become the more preferable choice by promoting their own products, and, at the same time, denounce their competitors. Billions of dollars had been used to produce numerous advertisements and campaigns for one single purpose: become the most well-known brand in the world for soft drinks. For example, in 1983, Pepsi started the famous Cola Wars campaign, where people were asked to blindly pick the drink that they prefer. This tactic successfully helped Pepsi to lead sales for a while–before Coke reacted quickly with another commercial that points to the difficulty differentiating the drinks.
