Cola wars

[5] The two companies continued to introduce new and contemporary advertising techniques, such as Coke's first celebrity endorsement and 1915 contour bottle, until market instability following World War I forced Pepsi to declare bankruptcy in 1923.

In 1931, Pepsi went bankrupt once more, but recovered and began selling its products at an affordable 5 cents per bottle, reigniting the cola wars through to today.

Consumer backlash to the change led to the company making a strategic retreat on July 11, 1985, announcing its plans to bring back the previous formula under the name "Coca-Cola Classic".

[9] Some think the decision to replace the original flavor was actually a strategic masterstroke to bolster Coke sales once it came back on the market, which it did; however, the Coca-Cola Company vehemently denies the claim.

Pepsi's logo utilizes the red, white and blue colors of the flag of the United States, drawing on a strong sense of patriotism throughout its branding.

[13] Jackson helped Pepsi with public relations and advertising, even suggesting that the company use his song "Billie Jean" as their jingle.

During a simulated concert before a full house of fans, pyrotechnics accidentally set Jackson's hair on fire, causing second-degree burns to his scalp.

[17][18] Many of the brands available from the three largest soda producers, The Coca-Cola Company,[19] PepsiCo[20] and Keurig Dr Pepper, are intended as direct, equivalent competitors.