Pepsi - Sweet Jab

"I Passed the Test — How About You?"A Reflection on Cola History, Taste, and a Bold New Campaign Idea

I hope everyone enjoyed their holiday weekend and took some time to relax.

Now, before we dive into the fascinating world of soda branding and cola rivalries, let’s start with a little reality check: drink less of what’s in these bottles. The amount of sugar in most sodas is astonishing. If we’re being honest, sugar, by its very effect on the brain and behavior, arguably fits the definition of a drug — just legal, accessible, and addictive.

That aside, let’s turn our attention to the history of two cola giants whose rivalry shaped one of the most iconic marketing battles in modern history: Coca-Cola and Pepsi.

The Rise of the Cola Titans

Coca-Cola was born in Atlanta in 1886, created by Dr. John Pemberton, a pharmacist and morphine addict. Originally sold as a fountain drink in pharmacies, Coke was marketed as a “cure-all” beverage. Its early formula even included coca leaf extract, which at the time contained trace amounts of cocaine — legal and widely used in medicine.

Pepsi, originally known as “Brad’s Drink,” came onto the scene in 1893 and was renamed Pepsi-Cola in 1898. Created by Caleb Bradham, another pharmacist, Pepsi entered the market strong and stayed resilient through economic ups and downs.

By the early 1900s, Coca-Cola came under pressure from Congress and the newly formed FDA to change its original formula, thanks Big Pharma. Public scrutiny over cocaine and caffeine content pushed the brand to quietly remove cocaine from the recipe by 1904.

Value and Volume: Pepsi’s Depression-Era Play

Fast forward to 1939, during the Great Depression — a time when value mattered more than ever. Pepsi launched its game-changing “Twice as Much for a Nickel” campaign. At the time, Coca-Cola sold 6-ounce bottles for 5 cents. Pepsi doubled the volume for the same price, and the value proposition resonated deeply with struggling American families.

That single strategy turned Pepsi from an underdog into a formidable competitor.

1975: The Pepsi Challenge and the New Coke Debacle

Then came 1975, the year Pepsi delivered a marketing haymaker. The Pepsi Challenge was a blind taste test conducted in malls and public places nationwide. Consumers overwhelmingly chose Pepsi over Coca-Cola when branding was stripped away.

Even Coca-Cola’s internal research confirmed it — people preferred Pepsi in blind tests.

The reason? Pepsi is sweeter than Coke, and sweeter flavors tend to win in first impressions. That moment of truth pushed Coca-Cola into a major rebrand, leading to the launch of New Coke — a formula that tasted more like Pepsi. It flopped, but the impact of the challenge lived on.

Here’s the twist: Coca-Cola still won the brand loyalty war, thanks to masterful emotional branding and iconic campaigns that cemented its cultural relevance. But in taste tests without logos, sweetness almost always won.

Personal Data: The Real Taste Test Rankings

Over the years, I’ve conducted countless informal blind taste tests. The results have been consistent:

1. HEB Cola

2. Pepsi

3. RC Cola

4. Coca-Cola

   
   

In every round, the more sugar the cola had, the more likely it was to come out on top when people didn't know what they were drinking. The takeaway? Branding drives loyalty — but sugar drives preference.

A Campaign for the Underdogs: “I Passed the Test — How About You?”

In honor of underdogs everywhere this Memorial Day, here’s a campaign concept that could live across print, video, and social media:

Campaign Title: "I Passed the Test — How About You?"

Concept: Spotlight blind individuals — literally — enjoying Pepsi in everyday settings. It’s a powerful throwback to the original Pepsi Challenge, reinforcing that when branding is removed, taste speaks for itself. Layer in musical artists and melodies that resonate across generations to deepen emotional connection and broaden appeal.

Why It Works:

• Honors Pepsi’s historic roots

• Subtly critiques branding bias without alienation

• Promotes inclusivity and authenticity

• Taps into nostalgia while reimagining it for a modern audience

The cola war might never end, but for the underdogs — the overlooked flavors, the lesser-known brands, and the consumers who crave truth over trend — there’s still room for a bold, refreshing message.

So... did you pass the test?

Let me know if you'd like this styled as a branded piece for a pitch deck or content series — happy to help elevate it even further.