Coke vs Pepsi - The Soda Revolt | 6
Business Wars
Audible
4.6 • 13.5K Ratings
🗓️ 4 September 2018
⏱️ 30 minutes
🧾️ Download transcript
Summary
Coke continues to grapple with Pepsi’s winning ads, but as Y2K nears both companies realize this isn’t just a cola war anymore. There’s more backlash for both companies, this time from schools. Coke and Pepsi are now seen as allies in America’s obesity. Both companies consider this but choose drastically different paths for the future. One gets as far away from soda as they can, the other doubles down. Both wrestle for dominance over every pocket of the soft drinks market - juice, bottled water, sports drinks and yes, cola - and show no signs of slowing anytime soon.
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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. |
| 0:04.6 | Download the app today. |
| 0:06.5 | It's 1991, and America's got a new catchphrase thanks to a new Pepsi ad. |
| 0:30.0 | Ray Charles, uh-huh, becomes the hip-new refrain everywhere from school cafeterias to boardrooms. |
| 0:38.6 | Everywhere except the Atlanta headquarters of Coca-Cola that is. |
| 0:43.3 | For Coke Chief Executive Roberto Guisweta, uh-huh, is the final straw. |
| 0:49.2 | Tell me, why does Pepsi always have the best ads? |
| 0:52.7 | Coke hasn't produced a landmark campaign for years. |
| 0:56.0 | The bounce the company got from Coca-Cola Classic is fading. |
| 0:59.6 | Meanwhile, Pepsi's rising again and still outselling Coke in supermarket. |
| 1:05.2 | Chief operating officer Don Kio feels the pressure too. |
| 1:09.3 | It's time to turn up the heat on McCann Erickson. |
| 1:12.0 | Their ad team has to do better. |
| 1:14.9 | Guisweta hasn't been too happy with them either, |
| 1:17.8 | and he's been reading about CAA, a Hollywood talent agency that's hoping to shake up the advertising world. |
| 1:24.6 | Maybe putting Madison Avenue and Hollywood together will create something special. |
| 1:29.6 | So he orders McCann Erickson to work with CAA on Coke's next campaign. |
| 1:37.1 | It's October 1992 at Coke's Atlanta headquarters. |
| 1:40.9 | Creatives from McCann Erickson and CAA are in a conference room ready to pitch their ideas. |
| 1:47.0 | They're supposed to be collaborating, but they both know this is a fight to the death. |
| 1:52.4 | At stake is Coke's $600 million dollar a year advertising account. |
| 1:58.0 | McCann Erickson's team is confident. They think CAA is full of hot air with their |
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