The brand experience of Coca Cola has become so strongly imbedded in our brain that it has become a habit to prefer it.
Pepsi knows they're inferior to Coke, however according to their Pepsi Challenge, popular opinion preferred Pepsi's taste to Coke, so they've beaten coke at something, even if they're not first choice.
We're not aware of Coke's positive messaging and marketing impact on our preferences.
Big Idea: Pepsi Awards
 Celebrating the everyday small wins no matter how insignificant. Pepsi is a drink for winners and everyone is a winner at something. Pepsi awards celebrates the underdogs of the world and all their flaws.

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