Pepsi Soda’s Extended Brand Decline

In the February 1, 1990 edition of “Advertising Age”, the advertising magazine collected answers to a 1982-1989 Gallup that asked customers for the most memorable ads that they had encountered over the previous month. Coca-Cola came in the #1 spot with 3,700 remembrances, followed by Pepsi in the $2 spot with a little over 3,000 remembrances.

At the time, Pepsi was winning the cola war, with its eponymous brand accounting for almost 20% of the overall beverage market (at the time, Coca-Cola accounted for 16% of the market).

Over the past three decades, however, it is absolutely stunning how much Pepsi has ceded ground to Coca-Cola in the sale of its signature brand.

Between 1990 and 2018, Coca-Cola cumulatively spent almost four times as much on advertising as Pepsi spent advertising on behalf of the Pepsi brand. As a result, Coca-Cola has largely retained its dominant market share (with 15.3% … Read the rest of this article!