Abstract
Coca-Cola and Pepsi Cola have always competed against each other. It has been more than a century ago since both brands started fighting to beat the other one and become the most successful one.
This "war" does not only concern the products offered by Coca-Cola and Pepsi. It is bigger than that and includes everything that differentiates the brands, such as the marketing strategy, the brand image, their communication, the pricing strategy etc. This need of differentiation sometimes reverberates itself on the marketing of the brands. Indeed, there always is sort of a clash between Coca and Pepsi in their advertising. We can clearly see this cleavage between the brands, even on the social media with more and more fans for each Fan Page and always more shares about the brands' ads.
Both of these brands are predominant carbonated cola beverages. Their recipe is not that different (People could not often say the difference in taste, even if some people will tell you that Pepsi tastes way better than Coke, or that Coke is "the real" one), this is why both brands need a strategic way to differentiate them from each other.
Pepsi and Coke drinks are not really seen as a beverage anymore, but mostly as entire brands. Until now, Coca-Cola has been more popular but Pepsi is a bigger company. As any company that operates in harsh competitive environments, Coca-Cola, Pepsi, and their main competitors as well, have to face the same issue: organizational problems. They also might be scared of the new competitors that offer the same range of products that Coca and Pepsi, at the same price.
