PepsiCo, Inc.: Pepsi. It's The Cola campaign

Rayna Bailey

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola.

PepsiCo, Inc.: Pepsi. It's The Cola campaign

Rayna Bailey

OVERVIEW

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola. But things were not going well for any of the cola brands, including Pepsi. In 1999 Pepsi Cola's market share fell 0.03 percent to 14.2 percent, while Coca-Cola Classic remained flat with 20.8 percent, as consumers turned to other beverage choices. Sales continued on a downward spiral, and during the first nine months of 2003 sales of regular Pepsi Cola dropped 5.5 percent, and...

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