Pepsi vs Coke: The Power of a Brand | Design Shack | Psychology of Consumer Behaviour |

Logos change and brand personality history yet the song remains the same- "On the whole, Pepsi has stuck with its high energy, music and comedy-driven strategy while Coke can be seen constantly gravitating towards the emotional side of branding."


"Pepsi always stayed aimed right at children but Coke seems to know that Mom does the shopping and to get her you have to use an emotional appeal that makes Coca-Cola not only something that the whole family desires, but something that is literally an integral part of the family’s life experiences."


On design:

"Both saw simplification as the answer and sought to remove the clutter that the previous twenty years had piled on." Joshua Johnson