The Journal. Can Pepsi Make a Comeback?
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Apr 11, 2025 
In this discussion, Laura Cooper, a WSJ reporter specializing in the soda industry, reveals how Pepsi is struggling to reclaim its status from Dr Pepper. She highlights the brand's intriguing evolution, focusing on the new beverage chief, Ram Krishnan's efforts to pivot back to drinks after years of prioritizing snacks. The conversation touches on the historical rivalry with Coca-Cola, innovative marketing strategies aimed at younger consumers, and Pepsi's acquisition of Poppi to appeal to health-conscious drinkers. Will Pepsi's comeback strategy pay off?
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Pepsi's Peak
- Pepsi, once a cultural icon, featured prominently in the American zeitgeist, particularly in the Midwest with various product placements.
- Britney Spears' endorsement in the early 2000s exemplified Pepsi's peak coolness.
Pepsi's Decline
- Pepsi's popularity has declined, falling to third place in U.S. cola sales behind Dr. Pepper.
- This marks a significant shift, as Pepsi has historically held the second-place position after Coca-Cola.
The Cola Wars
- The "Cola Wars" saw Pepsi challenge Coke's dominance with the "Pepsi Generation" campaign, portraying Coke as old-fashioned.
- The Pepsi Challenge, a blind taste test, further fueled the rivalry, with Pepsi often winning.