While PepsiCo won the battle, it eventually lost the war – and this is all thanks to branding. Just based on taste, Pepsi was actually the frontrunner at one point in time – and this was verified by The Pepsi Challenge campaign.
But ultimately, customers chose the red can, with The Wall Street Journal officially declaring Coca-Cola’s victory in 1996. Thanks to the brand’s iconic marketing strategy, soda drinkers remained devoutly loyal.
But looking at the overall declining sales of legacy CPG brands today, we could be made to believe that brand loyalty is, in fact, dead. In today’s connected world of choice, where digital natives will drop you like a hot potato and go cavort with your competitors instead, does loyalty still matter?