How Coke and Pepsi's rivalry shaped marketing — and where it goes next
How Coke and Pepsi's rivalry shaped marketing — and where it …
May 3, 2022
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Pepsi is poking the bear again. 🫵 A Super Bowl ad for Pepsi Zero Sugar touts a new victory in the Pepsi Challenge, the decades-old sampling program revived in 2025, using a conflicted polar bear that evokes rival Coca-Cola without ever naming it. Led by BBDO and the Pepsi Content Studio, “The Choice” bets that taste—and a bit of goofy bravado—is still the most persuasive case Pepsi can make, a claim the brand has spent the past year testing in the real world. “This is not about cola wars,” said
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Pepsi is poking the bear again. 🫵 A Super Bowl ad for Pepsi Zero Sug…
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A soda war is brewing. Pepsi Zero Sugar's Super Bowl 60 commercial, "The Choice," features a cola-loving polar bear who takes the Pepsi Challenge and chooses Pepsi over Coca-Cola Zero Sugar, triggering an existential crisis that leads to a journey of self-discovery culminating in a Coldplay concert kiss cam moment. Directed by The Academy -winner Taika Waititi, who also cameos as the bear's therapist, and set to Queen's "I Want to Break Free," the ad is rooted in real data. According to the bran
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A soda war is brewing. Pepsi Zero Sugar's Super Bowl 60 commercia…
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FBOY PROBLEMS on Instagram: "Pepsi has dropped its 2026 Super Bowl commercial titled “The Choice,” a bold play in the long-running cola wars by putting Coca-Cola’s iconic polar bear mascot through a blind taste test where he surprisingly prefers Pepsi Zero Sugar over Coke Zero Sugar, poking fun at the rival brand’s image and flipping the script on a cultural icon.  📺 The 30-second ad, directed by Oscar-winning filmmaker Taika Waititi—who also appears as the polar bear’s therapist guiding him t
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