3B* WEEK 12

3B* WEEK 12

by Chi Hoang

Poll

PEPSI or COKE?

• PEPSI

• COKE

​THE PEPSI CHALLENGE

​-In the early 1980s, though still the leading soda brand, the Coca Cola company was nervous about its future as Pepsi had been slowly but steadly taking its market share in Cola drinks.

​- In the midst of this upheaval, Pepsi began a commercial campaign pitting Coke head-to-head with Pepsi in blind taste test for tasters to decide on the better taste.

​Commercial video: https://www.youtube.com/watch?v=ghMYzo0rgrw

​

​THE PEPSI CHALLENGE

​

Multiple Choice

The Coca Cola company was established in 1886.

• TRUE

• FALSE

​

​

It’s been on the top of the Cola war ever since its inception in 1886

Multiple Choice

Pepsi is picked as more preferable compared to Coke by tasters around 57% at a time in any blind sip test

• TRUE

• FALSE

Multiple Choice

The Pepsi challenge was a research study done to determine whether Pepsi or Coke had better taste.

• TRUE

• FALSE

​

​It was a marketing campaign.

Multiple Choice

The results of the tests run behind closed doors by Coca Cola were different from the Pepsi Challenge.

• TRUE

• FALSE

​

​To their dismay, Pepsi was still favoured more often.

Multiple Choice

According to Malcolm Gladwell, Pepsi has an advantage over Coke in a sip test because it is sweeter.

• TRUE

• FALSE

Multiple Choice

New Coke brought success to the Coca Cola company.

• TRUE

• FALSE

​

​The new formula ultimately failed.

Multiple Choice

 Coke and Pepsi were neck and neck  in soda sales in the US in 2018.

• TRUE

• FALSE

​

​Sales of Coke (44.9%) almost doubled Pepsi’s.

Open Ended

According to the narrator,

 Why is Pepsi built to shine in a sip test?

​

​ 1. The added sugar in Pepsi, which triggers the release of dopamine) tricks our brain into thinking that Pepsi is better than Coke.

2. The citrus burst tends to only dissipate over a course of an entire can.

Open Ended

   In what aspect does Coke lead ahead of Pepsi when it comes to consumers’ choices?

​

​Brand loyalty is a powerful factor deciding which item we buy.

​Why did Coke drinkers rise up in outage against the New Coke although its new formula helped Coke win over Pepsi in blind sip tests?

​

​Did Pepsi ever rise up ahead of Coke and take the lead in Cola sales?

Open Ended

1. ​Why did Coke drinkers rise up in outrage against the New Coke although its new formula helped Coke win over Pepsi in blind sip tests?

2. ​Did Pepsi ever rise up ahead of Coke and take the lead in Cola sales?

Make your guesses.

In his book, Malcolm Gladwell provides some explanation with evidence from experts in the field.

​1. Sip test results can be different from home test results. When people drink soda they don't just take a sip, they drink the whole can. Carol Dollard, who worked for Pepsi many years in new product development said "If you only test in a sip test, consumers will like the sweeter product. But when have to drink a whole bottle or can, that sweetness can get really overpowering or cloying"

​2." In the real world, no one ever drinks Coca Cola blind" ( Malcolm Gladwell) There are many different factors that can affect consumers' choices rather than just the taste (brand, packaging, etc)