Coke vs Pepsi - The Imitator's Revenge | 4

Business Wars

Audible

History, David Brown, Business, Management

4.6 • 13.5K Ratings

🗓️ 28 August 2018

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Welcome to the Pepsi Generation. As Pepsi fires up a hot new ad campaign, Coca-Cola starts getting nervous. But a sudden plane detour through Ireland gives Coke executive Bill Backer inspiration for one of the most iconic ads of the 20th century. It seems Coke is on top once again—but Pepsi has another trick up its sleeve. The company is out for blood with the Pepsi Challenge, a nationwide taste test that will endanger the most precious part of Coca-Cola lore: its secret recipe.

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars, add free on Amazon music.
0:04.8	Download the app today.
0:09.2	Pepsi's head of global operations Don Kendall scans the room.
0:13.9	It's July 1959, and he's at a reception in the US Embassy in Moscow.
0:20.0	Kendall's waiting for the right moment to approach the guest of honor, Vice President Richard
0:24.8	Nixon.
0:26.2	Tomorrow Nixon will be showing Soviet leader Nikita Krushchev around the American National
0:31.4	Exhibition.
0:32.9	The exhibition is a showcase of all things American.
0:37.2	It's designed to ease tensions with the USSR and show the merits of capitalism.
0:42.9	Nearly 450 American companies are showcasing their products.
0:48.6	Pepsi wasn't supposed to be here.
0:51.8	The US government invited Coca-Cola.
0:55.0	Coca-Cola wants nothing to do with the USSR, not after years of being vilified as capitalist
1:01.0	dogs.
1:02.8	So like many Americans in the 1950s, the State Department opted for the next best thing,
1:09.7	and invited Pepsi.
1:12.1	Kendall thought this was a fantastic opportunity.
1:15.5	His bosses disagreed.
1:17.7	Eventually, they gave in and let him go to Moscow.
1:21.4	But with a caveat.
1:23.6	If he didn't return with something big from his trip, he'd needn't bother coming back.
	...

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