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This continued in the 1920’s when Coke initiated a “lifestyle” campaign linking the role that Coke played in a consumer’s life. In 1963, Pepsi launched their “Pepsi Generation” campaign targeting the young and “young at heart”. The ability to link a “lifestyle” to the CSD was a major success. Throughout the 1970’s the consumption of CSDs grew and a key success of both Coke and Pepsi was their ability to increase the availability of CSDs and introduce diet and flavoured varieties, which resulted in new product’s being delivered to consumers regularly; keeping them very interested in the product...
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