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Pepsi Cola is a Cola Soft Drink produced and manufactured by PepsiCo . It is sold worldwide in stores, restaurants and from Vending Machines . The drink was first made in the 1890s by Pharmacist Caleb Bradham . The brand was trademarked on June 16 , 1903 . There have been many Pepsi Variants produced over the years, including Diet Pepsi , Crystal Pepsi , Pepsi Max , Pepsi Samba , Pepsi Blue , Pepsi Gold , Pepsi Holiday Spice , Pepsi Jazz , Pepsi Next (available in Japan and South Korea ), Pepsi Ice Cucumber (available in Japan as of June 12 , 2007 ). HISTORY Rise in popularity During , 2006 . Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi Cola company. A long legal battle then ensued, with Guth losing. Loft now owned Pepsi, and the two companies did a merger, then immediately spun the Loft company off. Niche marketing Walter Mack was named the new President of Pepsi-Cola and guided the company through the 1940s. Mack, who supported Progressive causes, noticed that the company's strategy of using advertising for a general audience either ignored African American s or used ethnic stereotypes in portraying blacks. He realized African Americans were an untapped Niche Market and that Pepsi stood to gain Market Share by targeting its advertising directly towards them.1 To this end, he hired Hennan Smith, an advertising executive "from the Negro newspaper field"2 to lead an all-black sales team, which had to be cut due to the onset of World War II . In 1947, Mack resumed his efforts, hiring Edward F. Boyd to lead a twelve-man team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a Six Pack of Pepsi while her son (a young Ron Brown , who grew up to be Secretary Of Commerce 3) reaches up for one. Another Ad Campaign , titled "Leaders in Their Fields", profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks . Boyd also led a sales team composed entirely of African Americans around the country to promote Pepsi. Racial Segregation and Jim Crow Laws were still in place throughout much of the U.S., so Boyd's team faced deal of discrimination as a result, from insults by Pepsi co-workers to threats by Ku Klux Klan . On the other hand, they were able to use Racism as a selling point, attacking Coke's reluctance to hire blacks and support by the chairman of Coke to segregationist Governor Of Georgia Herman Talmadge . As a result, Pepsi's market share as compared to Coke's shot up dramatically. After the sales team visited Chicago , Pepsi's share in the city overtook that of Coke for the first time. Besides racism, the sales team faced obstacles laid down by Coke personnel. ''Wall Street Journal'' writer Stephanie Capparell's book ''The Real Pepsi Challenge'' details efforts by Coke deliverymen to tear down Pepsi advertising or dirty Pepsi bottles by wiping them with oil rags. They even started a rumor a black man drowned in one of Pepsi's syrup tanks, leading to a boycott of the cola in North Carolina . This focus on the African American market caused some consternation within the company and among its affiliates. They did not want to seem focused on black customers for fear Whites would be pushed away. In a meeting at the Waldorf-Astoria Hotel , Mack tried to assuage the 500 Bottler s in attendance by pandering to them, saying, "We don't want it to become known as the Nigger drink."4 After Mack left the company in 1950, support for the black sales team faded and it was cut. New advertising strategy New President Alfred Steele completely changed direction with the marketing of the product to alter the "econo-brand" image of Pepsi. Postwar inflation put an end to the "Twice as much for a nickel" pricing and marketing strategy anyway, with some bottlers switching to 10 or even 8 ounce bottles at the nickel price, while others kept the 12 ounce bottles but at a higher price, and still others switched to 6 ounce bottles for seven cents. Pepsi's formula was also slightly changed, this time removing some of the sugar content. This was tied into their new image of Pepsi as "The Light Refreshment" and was followed by attempts to market Pepsi as a more affluent beverage. This was the "Be Sociable" campaign and wasn't particularly successful. Pepsi's next strong marketing success didn't occur until they targeted the youth market. First with the "Think Young" campaign in 1961, then more famously with their "Pepsi Generation" advertising two years later. By the early 1960s, competitor Royal Crown Company was having strong success with their Diet Rite Cola . At that time, The Pepsi-Cola company had branched out into producing other flavors, under their Patio line, and in response to the success of Diet Rite, they added Patio Diet Cola. Success with Patio Diet Cola encouraged them to instead market it as Diet Pepsi in 1964. This was also the year that Pepsi purchased the Mountain Dew brand from the southeast region Tip Corporation. In 1965, the Pepsi-Cola Company merged with Frito-Lay , forming PepsiCo . MARKETING In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola . During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with Television Commercial s reporting the test results to the public. SODAmuseum.com "The History of Pepsi-Cola" , ''sodamuseum.bigstep.com'', paragraph 31. In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing." PepsiCo - Company - Honors (2002) , ''Promo'' Magazine, 2002. In 2007, PepsiCo announced that Pepsi's cans would be redesigned again. Pepsi Can Gallery Celebrity endorsers See Also: Pepsi spokespersons Unlike Coca-Cola, Pepsi and its associated beverages have had various Celebrity endorsers and continue to use them. Joan Crawford married Al Steele who was director of the company, she filled Al's place on the board of directors after he died. Slogans
TYPES OF PEPSI See also: List Of Pepsi Types was one of the unpopular Pepsi variations.]] There are many types of Pepsi-Cola all differing in taste, price and appearance. Diet Pepsi is one of the most popular variations of the drink, containing no sugar and zero calories. Other popular low calorie variations of the drink include Pepsi Max , Pepsi ONE , Caffeine-Free Pepsi and Caffeine-Free Diet Pepsi . In Japan there is Pepsi Next , which is believed to be the equivalent of Pepsi MAX. PepsiCo has marketed many different fruit flavors of the drink including: Wild Cherry Pepsi (1988), Diet Wild Cherry Pepsi (2005), Pepsi Lime (2005) and Diet Pepsi Lime (2005) and Pepsi Jazz diet cola with three flavors, Caramel Cream (2007), Strawberries & Cream (2006) and Black Cherry French Vanilla (2006). Pepsi Jazz was invented by Schwab Amin as part of a customer "What's Yo' Flava?" contest in 2006. PepsiCo also rivaled Coca-Cola's lemon-flavored products with Pepsi Twist . Pepsi Twist has been successfully marketed in Brazil (with lime instead of lemon), where a limited-edition version is also sold, the ''Pepsi Twistão'', with an even stronger lime flavor. Pepsi A-ha, with a lemon flavor, was launched in India in 2002 but was not successful. Another type, Pepsi Samba, was released in Australia in the 3rd Quarter of 2005; it is Pepsi with a tropical taste of Tamarind and Mango . PepsiCo has introduced many variant versions of Pepsi over the years that differ from the original version in either flavor, appearance or both. Crystal Pepsi , a clear cola free of caffeine, sodium and preservatives, was introduced in 1992 and phased out the following year. Similarly, the blue-colored berry cola Pepsi Blue was introduced in mid-2002 to a mixed response. PepsiCo withdrew it from the market in 2004. In 2006, Pepsi Gold was released. PepsiCo has introduced Coffee -flavored variations of the drink. In 2005, Pepsi Cappuccino was released in Romania and Bulgaria with another coffee-flavored cola called Pepsi Tarik in Malaysia and Pepsi Cafechino in India. In late 2005/early 2006 in the UK PepsiCo released Pepsi Max Cino, a Cappuccino variant of its popular Pepsi Max beverage. Many types of the drink have only been produced or sold for a limited time, such as Pepsi Holiday Spice , a spicy Christmas seasonal finish of ginger and cinnamon. Pepsi X is another variation which contains more caffeine than regular Pepsi-Cola and in addition also contains Taurine and Guaranine . It is similar to other energy drinks such as Red Bull . ''.]] PepsiCo markets Pepsi ONE in the US in place of Pepsi X (sold only outside the US and not currently available for import), as both are sweetened with SPLENDA® No Calorie Sweetener, and Pepsi ONE contains 4.6mg of caffeine per ounce without the added taurine and guaranine (Pepsi X has 2.5mg of caffeine and regular Pepsi has 3.13mg per ounce). CRITICISMS See also: PepsiCo - Criticisms Pepsi was banned from import in India in 1970 for having refused to release the list of its ingredients. In 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. One study led by the Center for Science and the Environment (CSE), an independent laboratory in New Delhi , found that the soft drinks contained residues of dangerous pesticides, with one dose 36 times greater than the European standard for Pepsi and 30 times greater for Coca-Cola . However, this was the European standard for water, not for other drinks. The presence of these products could provoke cancers, negatively affect the Nervous and Immune System s, and cause Birth Defect s. No law bans the presence of Pesticide s in drinks in India. In 2003 and again in 2006, Pepsi, Coke contain pesticides: CSE the , sale and production of Pepsi-Cola, along with other soft drinks, has been banned. Kerala bans Coke and Pepsi Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals. Indian state bans Pepsi and Coke On September 22 , 2006 , the High Court in Kerala overturned the Kerala ban ruling that only the federal government can ban food products.Thomas, V.M. Indian Court Overturns Coke, Pepsi Ban Iran state television broadcasted anti-Pepsi propaganda, saying that the PEPSI letters stood for Pay Each Penny Save Israel. PepsiCo has a bottling plant in Iran.[http://www.metimes.com/articles/normal.php?StoryID=20060719-083019-1430r In a related controversy involving Pepsi's parent company, PepsiCo, the website Wikiscanner.virgil.gr revealed that in 2006 someone at PepsiCo modified the Wikipedia entry for Pepsi by deleting paragraphs that discussed its detrimental health effects. "Seeing Corporate Fingerprints in Wikipedia Edits" , ''New York Times'', August 19 2007 This incident was one among other self-promoting edits to Wikipedia by U.S. corporations. RIVALRY WITH COCA-COLA According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted Blind Taste Test s in stores, in what was called the " Pepsi Challenge ". These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more Lemon oil, less Orange oil, and uses Vanillin rather than Vanilla ) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation. In 1985, The Coca-Cola Company , amid much publicity, changed its Formula . Some authorities believe that New Coke , as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge. However, a consumer backlash led to Coca-Cola quickly reintroducing the original formula as Coke "Classic". Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. Saudi Arabia , Pakistan (Pepsi has been a dominant sponsor of the Pakistan Cricket Team since the 1990s ), the Canadian Provinces of Quebec and Prince Edward Island and the U.S. state of Michigan are the exceptions.[http://www.strategymag.com/articles/magazine/20041015/vive.html "Vive la difference 'Does that mean I have to have a separate campaign?"], ''Strategy Magazine'', October 2004 By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its secret formula for Coke and dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In 2005 Pepsi had long been the drink of Canadian Francophone s and it continues to hold its dominance by relying on local Québécois celebrities (especially Claude Meunier , of '' La Petite Vie '' fame) to sell its product.5 "Pepsi" eventually became an offensive Nickname for Francophones viewed as a lower class by Anglophone s in the middle of the 20th century. The term is now used as an historical reference to French-English linguistic animosity (During the partitionist debate surrounding the 1995 referendum, a pundit wrote, "''And a wall will be erected along St-Laurent street traditional divide between French and English in Montréal because some people were throwing Coke bottles one way and Pepsi bottles the other way''"). Comedian Dave Chappelle starred in ads for both Coca-Cola and Pepsi, an act which drew controversy. When referring to it in his show, Chappelle said, "I can't even taste the difference: all I know is Pepsi's paying more right now, so it tastes better." In the U.S., Pepsi's total market share was about 31.7 percent in 2004, while Coke's was about 43.1 percent. "Beverage Digest Press Release" , ''Beverage Digest'', March 4 2005 (PDF) In 2005 In the same way that Coca Cola has become a cultural icon and its global spread has spawned words like " Coca Colonization ", Pepsi Cola and its relation to Russia has also turned it into an icon. In the early 1990s, the term, " Pepsi-stroika ", began appearing as a pun on " Perestroika ", the reform policy of the Soviet Union under Mikhail Gorbachev . Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of the relationship and the Soviet policy.The word first appeared in an exhibit in the Harvard University Law School Library in December 1990 to February 1991, then in several articles and books by anthropologist David Lempert , who coined the phrase. Most notable is the third book inside the two volume set, "Pepsi-stroika" in ''Daily Life in a Crumbling Empire: The Absorption of Russia into the World Economy,'' Columbia University Press/ Eastern European Monographs, 1996. INGREDIENTS The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, High Fructose Corn Syrup , sugar, Coloring s, Phosphoric Acid , Caffeine , Citric Acid and Natural Flavors . The caffeine free Pepsi-Cola contains the same ingredients minus the caffeine. The original Pepsi-Cola recipe was actually available from documents filed with the court at the time that the Pepsi-Cola Company went bankrupt in 1929. Note that the original formulation contained neither cola nor caffiene. COMPETITORS SEE ALSO
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