Coke versus Pepsi, again, in a battle of trusted brands
Geoffrey PrecourtWarc
Before programmatic, before the internet, before the Super Bowl, even before network television, there was always Coke versus Pepsi, the longest-running marketing story in America. It's the classic tale of a category leader and its persistent challenger that have competed globally for well over a century.
At the Future of Consumer Intelligence (FOCI) conference – an event held in May 2014 and organized by the Institute for International Research (IIR) USA – a market researcher introduced a new way to track the two competitors. And, according to...