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How Coke and Pepsi’s rivalry shaped marketing — and where it goes next

May 3, 2022

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Competition between brands is natural, but few rivalries are as ingrained in culture as the long-standing battle between Coca-Cola and Pepsi. Even people who have sworn off soda may hold an opinion on which label they align with. “Are you Coke or Pepsi?” is a question that frequently appears on personality quizzes, underpinning the significance ascribed to beverages that, in form and function, are largely similar.

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