F39 Job:09-26878 Title:RP-Brand Bible
#175 Dtp:204 Page:202
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001-320_26878.indd 202 10/7/11 10:22 AM
BRAND BIBLE202
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T h e evoluTion
of Branding
Beverages
and
ThirsT
taste test was
conducted by the perennial soda underdog Pepsi.
It was appropriately coined “the Pepsi Challenge,”
and in true battle fashion it seemed the goliath
Coca-Cola Company had nally been slain. Blind
taste testers gave a clear edge to Pepsi and with it,
claim to superiority. Subsequent tests, however,
confused the matter. Now presented with proper
identication, taste testers declared Coke t
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