Monday saw Coca-Cola renew with a vengeance its hostilities against bitter rival PepsiCo.

In a pre-emptive strike against Pepsi Edge, a new mid-calorie, mid-carb cola brand due to be launched in June, Coke unwrapped C2, claiming the concoction has half the carbohydrates, calories and sugar of Coca-Cola whilst retaining "all the great taste".

Ads for C2 featuring the Rolling Stones' hit You Can't Always Get What You Want were aired Monday during the finals of Fox TV's American Idol, with which series Coke has a marketing agreement.

Reinforcements are at the ready. In July a second treatment featuring Queen's I Want to Break Free, will zap the opposition.

"Experiential sampling teams" (sic) will trawl the sidewalks of Los Angeles, New York, Atlanta, Chicago and Miami offering consumers a taste of the new product.

According to Coca-Cola North America coo Don Knauss, Coke is "responding again to what our consumers are telling us they want".

Data sourced from: Financial Times; additional content by WARC staff