And this is Coke's from the same time period.

而這是可口可樂同時期的商標。

Now, watch them evolve or in the case of Coke, stay the same.

看看它們的演化史，可口可樂一直都維持差不多的樣子，

This doesn't mean Pepsi is indecisive.

這並不代表百事可樂優柔寡斷。

Instead, it's a clue that the great soda rivalry is in fact about something other than taste.

反之，這是一個汽水之王在口味之外競爭的線索。

Pepsi has a weird metallic aftertaste.

百事可樂有一種奇怪的金屬餘味。

I think Pepsi has a sharper taste, and I think the carbonation affects both of them differently.

我覺得百事可樂的口味更強烈，另外我也覺得碳酸作用對兩者有不同的影響。

For years, consumers have obsessed over the smallest differences in taste.

多年來，消費者一直都著迷於分辨兩者之間那微小的口味差異。

The Pepsi Challenge was a marketing campaign started in 1975.

百事可樂大挑戰是一個開始於 1975 年的行銷活動。

It featured a blind tasting of Pepsi and Coke.

主打的是盲測百事可樂和可口可樂。

The results, more Americans preferred Pepsi.

而結果是，更多美國人喜歡百事可樂。

But throughout their history, Coke has held a firm grasp on the market.

但是就整個產業的歷史而言，可口可樂在市場上的地位始終屹立不搖。

So, why?

那是為什麼呢？

Both brands are courting entirely different consumers.

這兩個品牌吸引的是完全不同的消費者。

If we look closer at Pepsi's marketing, it makes the case that this soda brand embraces change, while Coke keeps itself firmly entrenched in the classic past.

如果我們仔細的研究百事可樂的行銷方法，會發現這個品牌樂於改變，而可口可樂則根深柢固地保持過往的經典形象。

This is a leaked marketing document by the Arnelle group.

這是一份 Arnelle group 公司被洩漏出來的行銷檔案。

The firm executed the highly controversial $1 million Pepsi logo redesign in 2008.

這間公司負責執行百事可樂在 2008 年，價碼一百萬美金、具高度爭議的商標重新設計案。

This document called Breathtaking recorded all that went into designing the new Pepsi Blue.

這份名為「嘆為觀止」的文件記錄了所有關於百事可樂新商標設計的內容。

In it, the company explains its diverse inspiration.

在這份文件裡，這間公司解釋了商標設計上多樣的靈感來源。

The Hindu tradition of numerical harmony as spatial organizing.

印度教在空間規劃方面，數字上的和諧傳統。

The Vitruvian Renaissance, the elements of energy.

維特魯威式的文藝復興、能量的構成元素。

Rene Descartes' La Geometrie.

笛卡兒的幾何學。

And even the Earth's magnetic fields.

甚至還有地磁場。

At first, the media was all over it.

一開始，媒體都瘋狂追逐這個新聞。

But the soda has seen steady sales since.

但是從那時候開始百事可樂的銷售就越來越穩定。

Rebranding is core to Pepsi.

品牌重塑是百事可樂的核心要素。

Change is part of its DNA.

改變就是這個品牌基因裡的一部分。

And it's part of what makes the company so successful.

而這也是造就這個公司成功的原因之一。

It's always exciting.

它總是令人感到興奮。

It's innovative, and innovation is a part of its basic brand personality.

它是創新的，而創新是這個品牌的基本特色。

That is what it's selling.

它就是在賣這個。

It's selling excitement, warmth, young.

它賣的是興奮、溫暖、年輕。

And therefore, it needs to change to be authentic to its brand.

因此，不停地改變才是這個品牌最真實的樣貌。

In the case of Coke, it is wholesomeness, America, joy, very down-to-earth kind of an appeal.

但對可口可樂來說，它賣的是健全、美國、愉悅、接地氣等訴求。

This central difference is manifested in the brands' mascots.

這個主要差異在兩個品牌的吉祥物上也可以看出來。

Coke is Santa Claus and polar bears.

可口可樂的吉祥物是聖誕老人和北極熊。

Pepsi is Michael Jackson, Britney Spears, and who could forget, Kendall Jenner.

百事可樂則是 Michael Jackson、Britney Spears、和大家絕對忘不了的 Kendall Jenner。

Pepsi's brand essence involves change.

百事可樂品牌的本質就包含著改變的元素。

Therefore, it must change.

因此，它必須改變。

And that change, I don't think it's necessarily a negative since that is very much a part of its Bassano.

而那種改變，我不認為一定是不好的，因為這絕對是它的經典之一。

Coke tried to change once.

可口可樂有一度試著改變。

Introducing the new taste of Coca-Cola.

為您介紹最新口味的可口可樂。

It doesn't have the zazz that you need when you want a coke.

新的口味沒有當你想喝可口可樂時的那種爽感。

Very disappointed, I think we've lost the American tradition.

很失望，我覺得我們已經喪失美國的傳統精神了。

For Coke loyalists, it was a departure.

對於可口可樂的忠實支持者而言，這是一種背叛。

It signified a violation of what drinkers had come to expect: sameness, consistency.

改變代表違反消費者期待的精神：相同、一致性。

Coke found it was more important to keep their existing customers happy rather than find new ones.

可口可樂發現比起開發新的客戶，更重要的是讓他們現有的客戶開心。

And that's the bigger picture here.

而這就是整個大概念。

Coke isn't after Pepsi's customers, and vice versa.

可口可樂和百事可樂的顧客並沒有重疊，而是相反。

And the public may perceive a rivalry between the two brands when in reality, the two seem to coexist quite peacefully.

雖然大眾可能會覺得這兩個品牌彼此是競爭對手，但事實上，他們處於和平共存的狀態。

Remember that logo that kept changing?

記得那個一直不停改變的商標嗎？

It's part of that very same strategy.

這也是一樣的道理。

Pepsi has set its sights on a particular customer, one that embraces change.

百事可樂針對的是特定的顧客，那些接受改變的人。

So, practically, the opposite of Coke's target.

所以實際上來說，這和可口可樂的目標客群完全相反。

I would always go for a Coke over Pepsi because it's just the classic thing that we always had growing up.

我總是會選可口可樂而非百事可樂，因為這就是我們成長的過程中最經典的東西。

When we ordered pizza, we had coke with it.

當我們比薩來吃，我們會配可口可樂。

It's classic.

就是經典。

Despite any notion that Coke and Pepsi are one and the same, they're courting a totally different soda drinker.

儘管概念上來說這兩家飲料其實差不多，但是它們吸引的是完全不同的汽水愛好者。

A 2016 study by two Emory professors, Jagdish Sheth and Anthony Koschmann, showed that each brand has an insanely loyal base.

一個由埃默里大學兩名教授 Jagdish Sheth 和 Anthony Koschmann 在 2016 的研究指出兩個品牌都各有極為忠誠的品牌支持者。

Coke retained 94.4 percent of its loyal households from one quarter to the next.

可口可樂在轉換到下一個季度時，仍能保有 94.4 % 忠實的家戶消費者。

Pepsi kept 91 percent.

百事可樂則保有 91 %。

I feel like a traitor.

我覺得自己像個背叛者。

I feel like I've let down generations and my ancestors when I switch.

當我認錯兩種汽水時，我覺得我讓整個世代的人還有我的祖先們都失望了。

Now, I feel silly for having this undying loyalty to Coke.

現在，我覺得對可口可樂如此忠誠有點愚蠢。

Almost, now that I taste Pepsi, but Coke is just where my brain goes when I'm like...

當我喝百事可樂的時候，幾乎有點這種感覺，但是我的腦袋會浮現的第一個選擇是可口可樂，好像在說......

"Okay, it's time for a fizzy bev."

「好了，來點氣泡飲料吧。」

Today, Pepsi and Coke market to the soda drinker who matches what they stand for.

時至今日，百事可樂和可口可樂在市場上各據一方、井水不犯河水。

In other words, there is no rivalry.

也就是說，他們不是敵人，

So, what's your pick?

所以你會選哪一個呢？

Is it because of taste or something else?

是因為口味還是其他的原因呢？

Let us know in the comments below, and don't forget to like and subscribe.

在下面留言讓我們知道，也別忘了按讚和訂閱喔１