Beyond Origins the Discussion

Coke Is Better Than Pepsi Proven With Science

August 11th, 2008

Every marketer knows the saga behind the Coke vs. Pepsi comparison branding war. Do you know the dubious history of these taste tests? These two seemingly identical products have made branding into a science, each building a loyal following that adamantly refuses to drink the competitor’s beverage.

Basically the Taste Tests of Coke vs. Pepsi are all inconclusive as in double-blind tests, people are equally split about which tastes better (even those who claim to like one better than the other are just as likely to choose their stated less-favored brand). But a recent innovative taste test involving brain imaging has shown something unique: that Coca-cola excites parts of the brain associated with memories and emotions, whereas sipping on Pepsi does not.

You got to see it to believe it - neurological brain scans reveal what the participants couldn’t, that Coke engaged more emotional memory centers of the brain than Pepsi does. In other words, Coke has succeeded where Pepsi has failed, creating a brand that has literally lodged itself deep into people’s memories and narrative structures.

Think about it - Coke has managed to associate itself with Father Christmas, the Olympics, Disney, and practically nostalgia itself. What does this mean for small businesses and others hoping to emulate Coke’s success? It means that building branding is more than celebrity endorsements, sports stars and flashy styles.

Looking at the branding war of Coke vs. Pepsi comparison is important because new brands can link their products up with tried and true marketing strategy.

Entry Filed under: Food & Drink