The Generational Journey of Pepsi-Cola
Can a 125-year-old soft drink remain relevant?
Two of the world’s most iconic brands were born in late 1800s America, both of them soft drinks.
In 1886 at Jacobs’ Pharmacy in downtown Atlanta, Georgia, Dr. John Pemberton served up the first glass of “Coca-Cola.” In 1893, Caleb Bradham concocted “Brad’s Drink” and offered it at his pharmacy in New Bern, North Carolina. Five years later, the name was changed to “Pepsi-Cola.”
Since then, Coke and Pepsi have vied for global superiority in the cola market. While Coca-Cola has maintained its position as the top cola brand for over a century, Pepsi-Cola has been a fierce competitor with solid market share. Marketing has played a key role in the success of each brand — but Pepsi-Cola has been very adept at hitching its star to generation after generation. Here’s how Pepsi remains relevant.
The Great Depression provides a spark
Caleb Bradham first sold syrup and then his carbonated beverage in six-ounce bottles. Realizing the potential of celebrity endorsements, in 1909 the Pepsi-Cola Company got the well-known auto racer Barney Oldfield to make a pitch for Pepsi. Celebrity endorsement became a marketing concept that Pepsi would pursue up until today.
