Coke vs. Pepsi: The Cola Wars Continue

In the beginning there was Coca Cola, followed quickly by Pepsi. Diet Coke begat Pepsi Max. Pepsi fired a Gatorade salvo only to be hit back with Coke's answer, Powerade. Coke launched Sprite, Pepsi quickly responded with 7 Up. The product war has waged for over a hundred years and doesn't look like stopping any time soon, with both companies now aiming to create communities around their products whilst using the help of celebrity endorsement, collaboration and technology.

At a recent trade fair, Pepsi unveiled its newest invention: the social vending machine. These touch screen incarnations don't just allow you to buy a drink for yourself now you can "gift" a Pepsi to a friend (who receives a code via text which allows redemption of product). You can also opt for what is by far the most philanthropic option: the Random Act of Refreshment. This will purchase a drink for a "complete stranger in a different city".

It seems to be a natural progression for PepsiCo, who are rebranding themselves as more charitable and approachable than their competitors. Their latest PR campaign saw the introduction of the Pepsi Refresh Project grants, with Pepsi giving out millions of dollars in grants each month to ideas-based community projects across the United States.

Coca Cola, the number one drink in the world, is continuing along a similar tack. Coke are trying to make the purchase of their beverage an experience to create a community as the cornerstone of the brand's latest efforts. The Perfect Harmony campaign teams up R&B artist Taio Cruz and American Idol, allowing Coke customers the chance to to write a verse for his next song and see it performed on national television.

However, Diet Coke is opting for a different and more exclusive image. For the second year in a row the brand's bottles are being designed by fashion dynamo Karl Lagerfeld. The Chanel creative director, who famously lost 42 kg with the aid of the drink, says he's happy to work with Diet Coke because he's "a fan". Seems Coke is trying to use its industry weight to pull celebrity endorsements, not just for advertisements but for collaboration, attempting to best Pepsi which is better known for its celebrity endorsements (Michael Jackson, the Spice Girls and David Beckham to name a few).