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In recent years, Pepsi has basked in the glory of industry-lauded moves like sponsoring Beyoncé’s Super Bowl halftime show and the social-media-and-goodwill-focused Pepsi Refresh Project. For all the splash, though, the efforts haven’t pushed the soda back into either the second- or first-place sales positions that have belonged to Diet Coke and Coke, respectively, for the last two years, per Beverage Digest data.
So outsiders might expect a change in formula when it comes to Pepsi’s marketing services.