Sometimes soft drinks are not just soft drinks. Take the two giants of popular carbonated drinks—Pepsi and Coca-Cola. As featured in the entertaining and informative documentary titled Burp! The Pepsi-Cola icy war has a rich and checkered history in the battleground of consumer supremacy, encompassing many of the major players in world politics over the last century.
This movie gives us a brief introduction to the origin of each brand. Coca-Cola was invented by Dr. Pharmacist. John Pemberton, who first mixed the delicious syrup with cocaine. He quickly sold the company for a pittance to Atlanta businessman Asa Candler, and under his leadership the brand flourished and became a prominent icon of American values and progress.
Pepsi was first introduced to the public in the late 19th century as a pleasant remedy for an upset stomach. Despite Coca-Cola’s series of controversial actions against all copycats, Pepsi has somehow managed to survive and is now well-known in more than 145 countries around the world.
As the film demonstrates, the tug-of-war between the two brands is multifaceted. For example, their endless game of supremacy is played out publicly in the field of advertising. Together, the two companies have perfected advertising’s ability to influence popular culture around the world.
Wartime was a particularly favorable time for both brands. Which brand is more American? What’s more supportive of the U.S. military and the effort to defeat communism? Any claims of unscrupulous war profiteers are drowned out by the gulp of satisfied customers.
The film manages with complete success the surprising connection between global politics and consumer goods. We see the exploits of Coca-Cola and Pepsi among world leaders in Cuba, the Soviet Union, China, and Chile, and their efforts to advance diplomacy and even influence military outcomes.
Hiccup! The tone of PepsiCo v Coca-Cola in the cold war may at times be ironic, but its insight into the fascinating power of advertising to shape consumer tastes and global affairs couldn’t be more serious.
Directed by: Alan Lowery
