McCann Erickson

Acquired · Nov 23

Coca-Cola: The Complete History & Strategy

It ran the blind taste test Coke lost in the late 1950s, pushed TV and the Mickey Mouse Club, and wrote Things go better with Coke. Bill Backer's napkin line became the 1971 Hilltop ad.

Tips

• Woodruff buried a blind taste test showing people preferred Pepsi, and it came back 20 years later▶ 1:57:00Pepsi's marketing under John Scully took the Pepsi Challenge national through local bottlers; Pepsi passed Coke in bottled share and outspent it in advertising in 1977.