Leaner and Meaner

For Pepsi, less pomp makes for a more practical strategy

The jig is up on the big blockbusters for Pepsi—the cola company has moved to smaller stories in its advertising. In recent years, Coke and Pepsi have been taking turns on that pendulum, and Coke introduced some work early this year that had a similar idea: that cola ads could actually be thirst-making and take the time to point out that the drink is delicious with food.

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