Ep 43. The Cola Wars

The thirteenth season, forty-third episode of the documentary series Modern Marvels is titled The Cola Wars. The episode digs deep into the longstanding rivalry between two of the most popular carbonated soft drink brands: Pepsi and Coca-Cola.

The episode delves into the history of both brands. Industrial revolution led to the advancements in bottling and packaging, and carbonated beverages saw a surge in popularity. Coca-Cola was created in 1886 by a pharmacist named John Pemberton as a medicinal tonic. By the turn of the century, Coca-Cola had become a national brand and had taken the world by storm. In 1898, two businessmen from North Carolina created Pepsi-Cola, which slowly grew into a strong competitor to Coca-Cola.

The episode explores how both brands aggressively marketed their products, battling for a larger share of the market. During World War II, both companies supplied their products to American soldiers, but Coca-Cola emerged as the favorite due to its perceived superior taste. However, Pepsi managed to gain momentum and public support by aggressive marketing and eye-catching advertising campaigns, culminating in the famous slogan "The Pepsi Generation" in the 1960s.

The episode also examines the rise of diet drinks, which became a game-changer for both companies. In the 1960s, Diet Pepsi was introduced to the market, quickly followed by Diet Coke. However, it was the introduction of aspartame to sweeten drinks in the 1980s that revolutionized the industry, with brands like Tab, Diet Rite, and Diet Coke with aspartame flooding stores across the country.

The rivalry between Coca-Cola and Pepsi took on new heights in the 1970s and 80s in the form of pricing wars and celebrity endorsements. The famous "Pepsi Challenge" saw consumers choosing Pepsi over Coca-Cola in blind taste tests, causing Coca-Cola to suffer a significant drop in sales. Coca-Cola responded by changing its formula and launching "New Coke," which was eventually unsuccessful, and the company was forced to bring back its original formula as "Coca-Cola Classic."

In the early 1990s, Pepsi took on another approach by teaming up with musical sensations like Michael Jackson and Britney Spears. Coca-Cola countered by partnering with sports icons like Michael Jordan and Kobe Bryant. Pepsi's marketing gimmick of having large-scale concerts featuring popular musicians proved to be a major success, leading the company to develop the MTV-esque concept of Pepsi Chart Shows.

The episode concludes by exploring how both companies are struggling to maintain their position in a market that is increasingly shifting away from carbonated soft drinks. In recent years, both companies have launched campaigns promoting healthier alternatives to traditional drinks, such as "Coke Life" and "Pepsi True."

Overall, the Modern Marvels season 13, episode 43, titled The Cola Wars, is an insightful analysis of one of the most iconic rivalry in business history. The show provides viewers with an in-depth understanding of how two companies managed to rise to the top by adopting different marketing techniques while simultaneously battling each other for market share. The episode is an intriguing piece of history for anyone interested in both the corporate world and the beverage industry.