When labels were hidden, people preferred Pepsi. Show the Coca-Cola logo? They chose Coke every time. This sparked the biggest brand war in history. Pepsi launched the Pepsi Challenge. Shopping malls. Unmarked cups. Cameras rolling. America watched as people chose Pepsi’s sweeter taste. Labels revealed. Gasps everywhere. Coke was shaken. Pepsi’s market share exploded. From 6% to 14% in key regions. By 1979, Pepsi hit 17.9%. Coke dropped to 23.9%. Real competition had arrived. Coke panicked. 200,
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