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~;)ythe mid-1970s, the Coca-Cola Company was a lumbering giant.As the ;Siantstumbled, Pepsi Cola was finding heady triumphs.First came the ~epsi Generation." This advertising campaign captured the imagination of
~e baby boomers with its idealism and youth. This association with youth
'~d vitality greatly enhanced the image of Pepsi and firmly associated it ...lWith the largest consumer market for soft drinks. ~ Then carne another management coup, the "Pepsi Challenge," in which :~~parative taste tests with consumers showed a clear preference for Pepsi.JI\a:iscampaign led to a rapid increase in Pepsi's market share, from 6 to 14 I.'Perfor-
fmancereflected this.