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Before the Pepsi Challenge
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Cola Wars

Before the Pepsi Challenge, Coca-Cola had enjoyeda long history of mostlyunchallenged...

Before the Pepsi Challenge, Coca-Cola had enjoyed
a long history of mostly
unchallenged success, but this long-standing
dominance also made the company
resistant to change, especially when it came
to Coke's highly revered secret formula. The formula for Coca-Cola is called Merchandise 7X, a recipe so secret
that it's locked inside this Atlanta bank vault, so successful that
it's been tinkered with but never dramatically
changed in nearly 100 years. The secret formula has been a really smart piece
of marketing by Coca-Cola
for a long time

Full Transcript

00:00:01.000 --> 00:00:02.634
Before the Pepsi Challenge,
00:00:02.667 --> 00:00:04.337
Coca-Cola had enjoyed a long history
00:00:04.037 --> 00:00:06.605
of mostly unchallenged success,
00:00:06.638 --> 00:00:08.774
but this long-standing dominance
00:00:08.807 --> 00:00:11.643
also made the company resistant to change,
00:00:11.676 --> 00:00:13.879
especially when it came to Coke's highly revered
00:00:13.912 --> 00:00:15.747
secret formula.
00:00:15.781 --> 00:00:17.998
The formula for Coca-Cola
00:00:17.116 --> 00:00:19.218
is called Merchandise 7X,
00:00:19.252 --> 00:00:21.062
a recipe so secret that it's locked inside
00:00:21.653 --> 00:00:23.289
this Atlanta bank vault,
00:00:23.322 --> 00:00:25.069
so successful that it's been tinkered with
00:00:25.724 --> 00:00:28.827
but never dramatically changed in nearly 100 years.
00:00:28.086 --> 00:00:30.896
The secret formula has been
00:00:30.929 --> 00:00:33.832
a really smart piece of marketing
00:00:33.865 --> 00:00:36.802
by Coca-Cola for a long time.
Duration
37 seconds
Views
35
Timestamp in Movie
00:17:38
Uploaded
Jun 14, 2025
Genres
documentary, history
Production
History,Herzog & Company

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Movie Summary

A look at the history and the battle between Coca-Cola and Pepsi for the biggest share fo the soft drink market.
The idea that this product is so proprietary and so special - Cola Wars 00:11
The idea that this product is so proprietary and so special
Very few people in the company - Cola Wars 00:14
Very few people in the company
I mean, they would do it with a straight face, - Cola Wars 00:05
I mean, they would do it with a straight face,
That there were never more than three people that knew it. - Cola Wars 00:05
That there were never more than three people that knew it.
How many ingredients can there be in Coke? - Cola Wars 00:12
How many ingredients can there be in Coke?
Keeping the formula secret - Cola Wars 00:29
Keeping the formula secret
So Coke left. It was like, - Cola Wars 00:05
So Coke left. It was like,
We're not giving up 7X, that's for sure." - Cola Wars 00:16
We're not giving up 7X, that's for sure."
So the marketing worked on me, - Cola Wars 00:09
So the marketing worked on me,
Yeah. Okay. - Cola Wars 00:05
Yeah. Okay.
From a taste perspective, that was, for me, easy to tell. - Cola Wars 00:05
From a taste perspective, that was, for me, easy to tell.
Coke's formula - Cola Wars 00:29
Coke's formula
You rarely saw a man in any TaB work. - Cola Wars 00:08
You rarely saw a man in any TaB work.
A little tepid. - Cola Wars 00:09
A little tepid.
In the ongoing struggle for shelf space and market shares, - Cola Wars 00:07
In the ongoing struggle for shelf space and market shares,
That was what was exciting about the '80s at Coca-Cola. - Cola Wars 00:12
That was what was exciting about the '80s at Coca-Cola.
And everything's on the table." - Cola Wars 00:34
And everything's on the table."
And you're going to drink it - Cola Wars 00:05
And you're going to drink it
It was a risk, because if it didn't work, - Cola Wars 00:06
It was a risk, because if it didn't work,
Coke had to think long and hard - Cola Wars 00:13
Coke had to think long and hard