Original subtitles

More than 10,000 drinks every second,

generating over $2 billion in sales a day.

And in the 1970s, one brand is synonymous with soda.

- Coca-Cola was this exalted product.

It was the drink God consumed.

But a forgotten rival rises from the ashes

to launch an all out assault on Coke.

- Pepsi.

Igniting a bitter war.

- A little taste test is a joke.

- Come up with a formula that beats Pepsi

in a taste test every single time.

Between two of the most iconic brand names

in history.

- Coca-Cola people wouldn't even utter the name Pepsi.

- Americans love a particular brand.

And they're fanatics.

The battle between Coke and Pepsi

spawns new products and new innovations.

- No one has ever paid anyone $5 million

for a celebrity endorsement.

And only one cola will be crowned King.

- Get them on the phone with me right now.

This is Cola Wars.

It's the early 1970s,

the Vietnam War is raging.

The Cold War has reached its third decade.

And after nearly 20 years of growth,

the US economy is in freefall.

- 1970s were a bad time.

You have high unemployment and high inflation

at the same time.

Arab oil producing countries put an embargo

on selling oil to the United States.

- When the oil crises of the early 1970s

hit the United States, families took it very hard.

People are earning incredibly low wages

and that required them to think about

how they could keep costs down.

- There is a moment in which everyone has to take stock.

Will the economy rebound?

How long will this last?

All of these questions have to be negotiated.

But there's still one product

that offers Americans a sugary escape,

and it's remained unchanged for the last 40 years.

Coca-Cola.

- You know, people they are looking for

something that was distracting.

And you know, I mean sugar does wonders

with everything, right?

- Coca-Cola was mom.

It was apple pie.

It was your trusted friend.

It was always there for you.

There was nothing like it.

Since 1886,

Coca-Cola has grown from a local health tonic

into a global superpower.

And in the 1970s, it's woven into the fabric

of everyday life.

- Coke had always been seen as the perfect product.

There were other companies as well doing the same thing,

but no one had done it on the level of Coca-Cola.

After 50 years of chipping away,

one small competitor has still only captured

6% of Coke's market share, Pepsi.

- Pepsi was created in 1898 in a pharmacy in North Carolina.

Pepsi was labeled a failing brand

and a man named Charles Guth ended up buying Pepsi

and he became rather successful.

But when sugar was rationed during the second World War

and only Coca-Cola got the contract

from the United States government,

then the bottom completely fell out.

In New York by the early 70s,

Coke is outselling Pepsi three to one

in grocery stores and soda fountains.

- What do you have for me?

- Coca-Cola it had always been the best,

but now Pepsi had a terrible market share.

It was worse, not only than Coke,

but it was worse than Dr. Pepper.

Chairman of the board, Don Kendall

has been searching for ways to cut into Coke's market share

and overtake them as the number one soda brand in the world.

- Kendall earned his stripes by heading

the international operation.

He actually tripled sales.

He was a very smart, shrewd incisive man.

- Kendall had a very strong point of view.

When you can't outspend your competitor,

you have to be smarter.

Kendall is desperate to find out

if Coke's higher sales

are because of their massive spending advantage,

or if it's a matter of taste.

And in 1974, Kendall sinks much needed financial resources

into a secret large scale operation to find out.

- Where are we on that?

- To compete head-to-head with Coca-Cola,

in some desperation Don Kendall

decided to do this blind taste test with Coke and Pepsi.

And he would have people sip and tell which one they liked.

Kendall has tasked his second in command,

CEO John Sculley, to lead the project.

- You've run the numbers.

Based on the blind taste test folks prefer Pepsi

52% of the time.

I know, it's not,

not quite what we were hoping.

- That's all we need.

- For Don Kendall realizing that a slim majority

of consumers will pick Pepsi in blind taste tests.

He decided they would capitalize on that.

Don Kendall uses Pepsi's

slim margin of victory to launch a bold assault on Coca-Cola

filming a series of commercials featuring everyday Americans

picking Pepsi over Coke.

He names the campaign, The Pepsi Challenge.

- I want you to tell me what you picked, okay?

- Pepsi.

- Pepsi.

- Consumers at shopping centers and malls and parking lots

blind taste testing.

I mean, it was really quite remarkable.

- It becomes increasingly important for competitors

to be able to identify their product is superior.

And marketing will become absolutely essential...

because really sometimes it was very little difference

between these products.

- You know, it's one thing to say,

"Oh, my car is faster than the other guy's car."

You can quantify that kind of stuff.

It was the first time that superiority claims

were being made on something as ephemeral as taste.

It was very, very bold marketing.

The Pepsi Challenge is a huge success.

As it propels the company into the national consciousness.

Annual sales skyrocket from 775 million cases per year

to nearly 940 million.

- Pepsi hadn't caught up with Coke,

but it was no longer a drop in Coke's bucket.

This was a real major competitor.

And Coke had to acknowledge that.

They just couldn't avoid it anymore.

- The Pepsi Challenge.

So, what's our move?

Robert Woodruff has been chairman of Coca-Cola

since taking over from his father in 1923.

In his five decades in charge,

the visionary Woodruff has overseen an unprecedented era

of innovation from the invention of the six pack

to the automatic soda fountain to the modern vending machine

and has turned the brand into a global icon.

But for the first time in decades,

Woodruff is facing a direct threat to Coke supremacy.

- For Woodruff, Pepsi's marketing,

just ungentlemanly behavior.

You were never supposed to refer directly to your competitor

and you certainly weren't supposed to do anything

like the blind taste test.

- Paul?

- It's a stunt.

A cheap gimmick.

I'll talk to advertising,

come up with a counter-marketing campaign.

That little taste test is a joke.

And we'll make sure the whole world knows it.

- Everyone in agreement?

Goizueta, any thoughts?

Unlike most of Coke's executives

who have been in place for years,

a young Cuban immigrant named Roberto Goizueta

has recently been promoted to Vice-President

of Research and Development.

- As a chemical engineer,

Goizueta gets hired in Cuba to work for Coca-Cola.

Then Fidel Castro comes to power

and Cuba becomes a communist society.

Goizueta decides to defect to the United States

and eventually gets a job

with Coca-Cola Headquarters in Atlanta

working his way up through the ranks.

At age 35 he was the youngest person ever

appointed to his position.

- Maybe...

Maybe we run some taste tests of our own.

On the off chance that Pepsi's right,

we should find out why.

- That's a waste of time.

America loves Coca-Cola.

No taste test is going to change that.

- Goizueta was a pragmatic businessman

and he was one of the few people who actually recognized

that Pepsi became a totally serious challenger.

- Run the counter-programming.

- Woodruff wasn't in complete denial of the Pepsi Challenge.

They refuse to admit that anybody can seriously

have a preference for Pepsi.

Basically, he didn't want to change anything.

Robert Woodruff's failure

to recognize the Pepsi threat,

opens the doors to a fight for cola dominance

that will be waged for years to come,

leading to even more of the best known products

on the planet and the most infamous in history.

By the mid 1970s,

the conflict in Vietnam has ended

and the country falls deeper into a recession.

- So after the Vietnam War,

there's this kind of hangover effect.

Hundreds of thousands of people unmployed

and they found themselves at the mercy

of forces beyond their control.

- People are living in conditions

in which they're working multiple jobs

and they have very little financial resources to draw from

in order to purchase food.

So fast food is often the reasonable and practical choice

for people under a lot of pressure.

At a time when a big Mac costs only 15 cents,

fast food offers an affordable meal for an entire family.

By the end of the decade,

McDonald's will have over 6,000 franchises

all across the country.

And only Coca-Cola is served exclusively

at every single one.

- Coke owned the market.

People would go to fast food restaurants

and be shocked if they would serve Pepsi.

Pepsi President Don Kendall

is fresh off the success of the Pepsi Challenge

and his market share is growing

for the first time in a decade.

Now, he's looking for new ways to defeat Coke

and become the world's best-selling cola.

- I want Pizza Hut.

I want Taco Bell.

I want KFC.

I don't care what it costs.

Just put the contract on my desk and I'll sign it.

But Kendall isn't satisfied signing deals

to just serve Pepsi in restaurants.

In 1978, he invests over $1 billion

to buy the restaurant chains themselves.

- At the time, the notion of a soft drink company

acquiring restaurants was quite shocking.

- By acquiring these restaurant chains,

Pepsi could be assured that only Pepsi would be sold

at all of these stores, nothing else.

So it was the shrewd move.

- To think this plan out and then go ahead and do it.

He had to be pretty ruthless.

Now selling Pepsi in over 5,000 restaurants,

profits increase by $3 billion a year,

fueling Kendall's continued assault

on Coca-Cola's dominance.

- That just shows what an underdog can do

with enough perseverance,

enough imagination with risk-taking.

You may not be number one,

but you're a very, very threatening number two.

900 miles away,

Coke's vice-president of research and development

recognizes the growing threat

and uses his background in chemistry to fight back.

- He had an incredible understanding of Coca-Cola

down to its very formula,

the cinnamon oil, lemon oil, orange oil,

and the vast amounts of sugar.

So he struck out on his own.

Goizueta starts experimenting

with ways to cut costs and increase profits.

- Goizueta is willing to do anything necessary.

And sugar was expensive.

So he became obsessed with high fructose corn syrup.

- Chemists invent high fructose corn syrup.

They're basically taking glucose

and converting it into a fructose.

Things like corn syrup are used to replace cane sugar

in order to keep their costs low.

High fructose corn syrup is 1.5 times sweeter

and roughly one quarter the cost of cane sugar.

But widely consider to have a different flavor,

it has failed to catch on.

- Which is which?

No, no, no, no wait, don't tell me.

This is sugar, that's corn syrup.

- So he would take a certain amount of the syrup,

mix it with a standard amount of the carbonated water

and Goizueta became convinced that high fructose corn syrup

didn't change the taste.

- Thanks for seeing me.

- You've got five minutes. Let's hear it.

- Tell me how much do you know

about high fructose corn syrup?

It's an artificial sweetener,

astronomically cheaper to manufacture than cane sugar,

but it tastes exactly the same.

- Woodruff after all these years,

he had created this whole mystique

around the Coca-Cola formula

and was very, very protective of it.

- So, you're suggesting we change Coca-Cola's recipe?

The same recipe that's been unchanged

for nearly a hundred years?

Is that what you're suggesting?

- Goizueta was a chemist

and he regarded it simply as a formula.

And he had said, "There are no sacred formulas."

- Back during World War II,

when the government rationed cane sugar,

you yourself approved switching Coca-Cola to a beet sugar.

What I'm suggesting is the exact same thing.

We'd simply be switching to another kind of sugar.

- Okay.

In 1980 with Woodruff's blessing,

Coca-Cola introduces

high fructose corn syrup in its recipe.

Goizueta's use of the ingredient pioneers a massive change

in the soda industry and has food brands

like Heinz and Kellogg's quickly following suit.

- Goizueta takes a risk, huge risk

and was incredibly successful.

With the change,

company profits soar by $150 million per year.

- Goizueta proves to Robert Woodruff

he's a brilliant chemist and scientist,

but also had great business acumen.

- How would you like to run the company?

In March, 1981,

Roberto's Goizueta, a Cuban American immigrant

is named CEO of the largest soda empire on earth.

- Everything you're eating has been brought to this country

in this culture by an immigrant.

And I think that more and more are entering

executive positions, board positions

and they're solving problems.

You know, so this notion of it,

what is American is very fluid.

- Roberto Goizueta had an unerring, unswerving devotion

to Coca-Cola and he was willing to take chances.

He was willing to go out on a limb.

Now in charge and armed

with the windfall profits

from the inspired switch to corn syrup,

Goizueta will risk it all

and the Coca-Cola reputation

to try to bring Pepsi to its knees.

In the late 1970s,

American rates of obesity, heart disease and diabetes

are on the rise.

In response in 1977,

the US Health Department releases the first guidelines

on Americans diet.

- It is led by doctors and physicians

raising the concerns around

what the American diet should be.

And the reality is people are thinking about

what they believe is healthy food.

As a result by the mid 1980s,

there was a massive boom in fitness videos,

diet clubs, and gyms all raking in millions.

For the first time in half a century,

the soft drink industry is struggling.

- So all of these diet and nutrition trends

impact these companies

and these companies are now willing

to cater to the concerns of consumers.

- Okay, what else?

With the future prospects

of the unhealthy soft drink business looking bleak,

Don Kendall is desperate for ideas

to keep pace with their rival.

- Coca-Cola is outpacing us on ad spending

by 150 million a year.

Sales a drag until we can find a way to keep up.

- Well, short of me finding $150 million in my desk drawer.

What have we got?

Oh, come on.

You guys are the marketing wizards.

What are your big ideas?

- Sir? If I may.

- I'm sorry. Who is this?

- My new assistant.

- Does he have a name?

- Roger Enrico, sir.

- Roger Enrico was an interesting guy.

He was very young at the time

and he had served over at General Mills

as the brand manager for,

I believe it was Wheaties.

A very smart, shrewd man.

A whiz at marketing.

- Okay, Enrico.

What's your big idea?

- Maybe the move is to beat them in a whole new category.

- Such as?

- Caffeine-free.

In addition to the negative health effects

of sweeteners, studies at the time

site caffeine as a potential contributor to ulcers,

heart disease and bladder cancer.

- Both Coke and Pepsi are rife with caffeine.

You know, cola at this point

was the main source of caffeine

for the American food consumer.

At just 38 years old,

Roger Enrico makes the unprecedented move

of removing the highly caffeinated cola nut

from the Pepsi formula and develops a new weapon

in the Cola Wars.

In 1982, Enrico unleashes Pepsi Free.

- Roger Enrico was incredibly entrepreneurial.

It's really kind of amazing

that most of these great brands that we see

how the recipes change,

how the ingredients change,

how they have to pivot when adversity strikes.

The product is an instant hit

with health conscious Americans.

In its first year, Pepsi sells nearly 2 billion

12 ounce cans,

bringing in a $500 million payday.

- For Enrico, he was very, very effective

in ushering Pepsi into a new age.

- Pepsi's was the Rodney Dangerfield of soft drinks.

Until the mid '80s, it didn't get no respect.

In Atlanta, Roberto Goizueta

readies an immediate response

with a health conscious product of his own.

Taking on the fitness craze with a low-calorie soft drink,

he calls Diet Coke.

- Soft drinks are loaded with sugar,

but Diet Coke begins using a new sweetener called aspartame

which we know as NutraSweet.

That was said to be healthy.

To sell Diet Coke,

Goizueta takes advantage of a revolutionary

advertising tool,

cable television.

- So by the mid '80s, TV really just explodes.

- 24 hours a day you have things that you wanted to see

oftentimes simultaneously.

And that's something that had never been experienced before.

Cable television spread immediately and rapidly.

♪ Introducing Diet Coke

♪ You're gonna drink it

♪ Just for the taste of it

- Diet Coke was one of the best product introductions

of all times.

They basically carpet-bombed the country with advertising.

They were able to piggyback on all the brand recognition

that Coca-Cola had built up over decades and decades

of advertising and Diet Coke just took off.

Diet Coke obliterates Pepsi Free,

becoming the bestselling diet drink in the US

and eventually the number two soft drink overall,

behind only Coca-Cola.

But Don Kendall still recognizes

the ingenuity of his young marketing savant, Roger Enrico.

Got a minute.

- Oh Don.

What can I do for you?

- Oh, I'm assuming you've heard.

Sculley accepted a position as CEO at Apple Computers.

- Huh.

Do you know who's taking his place?

- You.

Congratulations.

- When Roger Enrico's appointed CEO of Pepsi,

he was 38 years old.

- Enrico who's one of the youngest presidents

of any major corporation.

- He was a ferocious marketer.

He was the hardest worker anyone had ever seen.

He was an original thinker.

- Thank you.

Thank you, sir.

- Coca-Cola's still number one,

Diet Coke is number two

and Pepsi-Cola is number three.

And I'm sure a very difficult time for Enrico

to become president of the company.

With Coca-Cola sales once again

dominating the soft drink market,

it's up to the untested Roger Enrico

to fire the next shot in the Cola Wars.

And what comes next will be the biggest marketing maneuver

of all time.

It's 1981 and youth culture

is driving television advertising.

A game so challenging,

you need this combat control panel to play it.

- The rise of the American teenager

was something that was a phenomenon in the 1950s.

Well, in the 1980s,

you have the adolescent now extended into the 20s

with disposable income.

Without the burdens of a mortgage, kids,

that now becomes a major focus

of anybody who wants to sell products.

And so the entire kind of commercial culture

gets geared to the young.

On August 1st, MTV officially launches

triggering a new era of pop stardom like never before.

- MTV combined entertainment, music, information,

hangout culture and videos as radio

into one unified form of inclusion

for a demographic of people 18 to 34.

And I think that's something

that effectively changed everything.

MTV's importance to the evolution of humankind

cannot be understated.

To keep up with Coca-Cola's

surging Diet Coke sales,

Pepsi's new CEO needs another revolutionary idea.

Using the new cultural shift toward the power of celebrity,

Roger Enrico makes a bold proposition

unlike any CEO before him.

- I'm not sure how to phrase this,

so I'm just gonna come right out and say it.

- Okay.

- I want to pay Michael Jackson $5 million

to be the face of Pepsi.

- Michael Jackson is the biggest thing since sliced bread.

And at the height of his popularity Enrico decides

I am going to get the biggest pop star on the planet

to endorse Pepsi.

Michael Jackson

is fresh off the success of thriller,

which will go on to sell over 66 million records,

making it the best selling album in history.

Leading the "Guinness Book of World Records"

to dub him the most successful entertainer of all time.

- You want to pay him $5 million?

- Yes.

For two commercials and a concert tour.

Oh, also Coca-Cola is interested in him.

- Well, then you better do it quick.

- If you can latch in with advertising a potential consumer

at the age of 16 and then grow with them,

then you have a lifetime consumer.

And ultimately for advertisers

being able to create lifetime consumers

at a far younger age than ever before

effectively it made commerce an industry unto itself

like it had never been before.

Roger Enrico inks Michael Jackson

to the largest celebrity endorsement contract in history,

equal to over $12.5 million today.

And in 1984, filming begins on his first Pepsi spot.

- And famously what they did was they leaked

the amount that had been spent on him.

And it became this big moment

where this brand, the number two soda

got the number one pop star on the planet.

- Now, unfortunately, during the filming

of one of these ads in the very last take

Michael Jackson's hair, through a wayward fireworks,

caught fire and he was taken to the hospital

and it caused a big sensation.

- That only served to grow

the legend of Michael and Pepsi even more.

When the ads air,

they're an instant sensation

seen by 99% of the American public

dozens of times over a series of months.

- Yes. Come on in, have a seat.

The campaign boosts sales by nearly $2 billion,

leading to a massive 7.7 billion in total sales for 1984.

- Michael Jackson really became the linchpin

of Pepsi is cool.

Pepsi is hip.

Pepsi is where we want to be.

Coke still doesn't have that.

At Coca-Cola, Roberto Goizueta

watches the company post a net loss

in market shares for the first time in decades.

And the brand that once seemed invincible

is suddenly exposed.

- Yeah.

Whoa, slow down.

What do you mean Burger King is pulling out.

No, you get them on the phone with me right now.

I don't care. Just do it.

- It was the conception that Coke lost to Pepsi

with their marketing and with their advertising,

which is why Burger King defected.

Infuriated by Pepsi's rising popularity,

Roberto Goizueta is determined to regain Coca-Cola's crown.

- Can I have your attention.

By doing the one thing

that has been unthinkable for almost a hundred years.

- From now on your assignment,

your only assignment is to come up with a formula

that guarantees Coke beats Pepsi in a taste test

every single time.

He's going to change

the sacred Coca-Cola formula itself.

- Don't look at me.

Get to work.

- Now in 1985.

And it's certainly the peak of the Cola Wars.

It doesn't get any more intense.

Pepsi had won a battle, but they didn't win the war.

In a response to a flurry of victories

by his greatest rival,

Roberto Goizueta is planning the most radical change

in Coca-Cola's nearly 100 year history,

modifying its sacred formula.

- It was called Project Kansas,

and it was done on secrecy worthy of the CIA,

worthy of the Kremlin.

No one knew about it.

- Coca-Cola and Goizueta we're so obsessed with the idea

that they were going to break the commandments.

They were going to go ahead

and have a dramatic flavor change

that it would go down in history as one of the boldest

and most brilliant moves that he could make.

While the project is a secret

from the rest of the world,

news leaks to Pepsi Headquarters in New York.

- My source tells me it'll either be called Coke Light,

Coke II or New Coke.

- And it's supposed to be what?

Just another new product.

- No, that's the thing,

it's replacing Coca-Cola.

- They're admitting defeat.

We won.

- Enrico realized, Hey, wait a minute.

What this means is that Pepsi was so good,

so effective and so superior to Coca-Cola

that Coca-Cola after 99 years of hammering away

about how great it was had to take its flagship,

iconic product off the market and replace it with a new one.

Meanwhile, Roberto Goizueta forges ahead

with his bold plan.

That's regular, plain old Coca-Cola.

- Okay.

- And this, this is the formula for Diet Coke

but sweetened with the same high fructose corn syrup

found in regular Coca-Cola.

- It tastes better.

- We know.

- The flavor was as though you had mixed two-part Pepsi

to one part Coke.

And the greater lemony note was prevalent.

The taste was eerily like Pepsi.

- Coke had done a lot of research

and they had done focus groups too.

They certainly thought that they would come out

with Coke II, the great fanfare and say,

"We've improved it.

It's the same Coca-Cola, only better."

In the spring of 1985,

Goizueta shuts down production on Coca-Cola

and dedicates all his bottling lines to the new product.

Introducing the new taste of Coca-Cola.

That's right, a new taste of Coke.

on April 23rd, New Coke replaces Coca-Cola

as the flagship product of the largest,

most legendary cola manufacturer in history.

- It is catching on.

The taste is better and newer than,

than, than, than--

Pepsi!

- You just said the P word.

- I thank you all for coming.

I'm opening up the floor to any questions.

If anybody has any.

- Is it true you've changed the formula

to make Coke more like Pepsi?

- No, I wouldn't say that's accurate at all.

We've improved the flavor profile.

It's better than Pepsi.

- New Coke was absolutely atrocious,

disgusting, undrinkable.

It wasn't good.

And in fact,

the nation overwhelmingly told Coca-Cola that.

- In this day and age it's hard to understand

the visceral reaction so many people had

to the loss of their friend Coca-Cola.

People were convinced that this was almost a betrayal

of the covenant that Coca-Cola had built over the years.

And the American people just rebelled against that.

The unprecedented gamble

to change their renowned formula

could finally end their streak

as the number one cola in the world.

Unless Goizueta can come up

with another revolutionary maneuver.

- Can you describe the taste of New Coke?

Roberto Goizueta has just launched

a newly formulated recipe for Coca-Cola called New Coke.

And the reaction is not at all the victory he expected.

- It's uh...

It's rounder...

smoother...

more harmonious, yet bolder.

The failure of New Coke is so catastrophic,

the company never releases official sales figures.

But all across the country,

millions of cans and bottles go unsold.

- In the 20th century,

a failure in business was seen to be almost a moral failure.

And here the first person to take over since Robert Woodruff

takes a huge risk.

Changes the very fabric of Coca-Cola itself,

falls on his face.

For Pepsi, it's a hard fought victory

after a hundred years of battle.

- Here, take this down will you.

To all Pepsi bottlers and Pepsi-Cola company personnel,

it gives me great pleasure to offer each of you

my heartiest congratulations.

After 87 years of going at it, eyeball-to-eyeball,

the other guy just blinked.

Maybe they just realized

what most of us have known for years,

Pepsi tastes better than Coke.

For now, I say victory is sweet

and we've earned a celebration.

- Enrico was so happy over this,

he put in the full page in the New York Times,

touting the fact that Pepsi-Cola had finally prevailed

over the Coca-Cola company and he gave everyone

in the company a day off to celebrate.

But at Coca-Cola Headquarters,

with his back against the wall,

Roberto Goizueta quickly realizes his mistake

and plans to relaunch the original recipe.

- Despite the hoopla, the ads,

after three months they finally came back

with what they call Coca-Cola Classic.

Coca- Cola Classic.

It's the way you said it should be

because you know what you've always known.

- But the remarkable thing

was that when they brought back Coca-Cola Classic,

it suddenly began outselling Pepsi and gaining market share.

- You know, if you want people to appreciate something,

the best way to do it is just to take it away from them

for a little while.

That's what happened.

- Some people thought that they had actually

done this whole thing as an elaborate marketing stunt,

which was certainly not the case.

They just screwed up big time.

- And in his failure,

Goizueta proves to have the largest success

and becomes a catalyst

for one of the largest periods of growth.

And had Goizueta not taking that risk.

Had he not risked it all, fell on his face,

they could not have generated the amazing sales they had

in the wake of its reintroduction.

And possibly saved Coke in the long run.

After a decade long war,

both companies emerged triumphant.

- The Cola Wars ends up being an environment

of cutthroat competition.

However, I think you had

a profound sense of mutual respect.

And as we see in Brooklyn, "Game recognizing game."

Today, annual revenue from Coca-Cola

totals $32 billion.

And PepsiCo's combined food and soda brands

rake in $64 billion.

- You are either a Coke person or you're a Pepsi person.

It's like, you're a Democrat or you're a Republican.

People still feel really strongly

about their preferred cola brand.

Coke and Pepsi continue to compete

in a soft drink market expected to grow

six and a half percent every year

for the right to declare themselves

the undisputed Kings of Cola.

- It used to be that Coca-Cola

was the best known word on earth.

I don't know what the future will hold.

It'll be interesting to find out.