Pepsi began in 1967, when John Sculley built the soda firm had a strong grasp in the Midwest and Southeast, but still had not made itself as a household brand. The rest is history.

In the 1970s, as the vice president of Pepsi's marketing was able to catch valuable market share from Coca-Cola by making the ad campaign that rocks Coke, the Pepsi Challenge. This ad hired people off the street to join the blind taste test between Pepsi and Coke and recorded their responses. Sculley explains,

"I think the most important thing to break through the clutter of advertising is that you have to have a very clear customer in mind."

In the Pepsi Challenge case, Sculley knew he was basically taking to parents, usually grandmothers and mothers, who were doing the shopping decisions for their families. For ny firm, he explains, its important to create a profile of the target market and from there, know what form of medium they pay the most focus to.

In the 1970s, it was TV. In now popular ads, the firm recorded a grandmother doing her shopping in a grocery, whose granddaughter urged her to be part of the challenge, after the big revelation, the granddaughter exclaimed, "'Grandma! You picked Pepsi!'" Sculley notes. "And the grandmother said, 'I can't believe it! I've never had a Pepsi in my whole life, but it must be better because I picked it!'"

That Ad rocked the soda business, and firmly placed Pepsi on the map. Sculley says,

That commercial shook the soda industry, and placed Pepsi firmly on the map. "Bang. Nine seconds...that was the shot that went around the world. Coke went absolutely non-linear over it."

The former CEO of Pepsi and Apple, John Sculley, is the most creative mind of the two firms when it comes to popular advertisements in fifty years, like the groundbreaking Superbowl Macintosh commercial of Apple in 1984 and the Pepsi Challenge.