The ongoing competition between the two brands of Coca-Cola and Pepsi has simmered down over the past few years, and though there have been commercials in the past with hurtful messages directed towards their nemesis, those have ceased to air and now the respective brands just appeal to the loyalty of their customers. Every brand has competition, and even though Coca-Cola and Pepsi have extremely similar products, they differentiate mostly in consumer preferences. Though they advertise that one has less calories, or they rejuvenate brain cells, or anything else they may say to promote their own product, consumers soon forget which advantage is to which drink: so they pick the one they like best, or have been recommended. I feel like over the years, especially now, there has been a lack of uniqueness from both drinks, and that is why they are virtually the same product.
In response to a blog I read, Avoid the Overlapping Value Proposition, the author wrote that the two competing brands appeal to different customers: Coca Cola to older mature people, and Pepsi to the youth. He also said that both were able to avoid the rut of overlapping value proposition because they have different styles and marketing approaches. Personally I would predict that Coca Cola would always be the classic drink that everybody loves while Pepsi is always going to be living in that shadow, at least for the next while. What about you?
Here is also a comparison of the two brand logos over the years:
(Source: http://www.valueprop.com/blog/2010/08/avoid-the-overlapping-value-proposition/)