Coca-Cola & Pepsi Rivalry Also Reflects on Neuromarketing

There are different techniques used in the field of neuromarketing. One of them is fMRI that is functional magnetic resonance imaging. It shows the activity that takes place in the brain in about ten seconds. Of course, the main use of fMRI is not neuromarketing. However, their use in this regard leads to important knowledge acquisitions in marketing.

They also use this device while consuming popular drinks such as Coca-Cola and Pepsi.

Pepsi's activity, or rather its experiment, which is also seen as a challenge to Coca-Cola, is one of the critical indicators of neuromarketing. In fact, similar to this campaign organized by Pepsi abroad, it was held in Turkey recently. Anyway, let's get back to the event abroad without complicating things. In this experiment that Pepsi conducted in shopping malls in many countries of the world, Pepsi officials handed two unmarked glasses to many women, men and children, and asked which one they liked more. The results of the experiment came out as Pepsi predicted. More than half of the participants in the experiment liked the taste of Pepsi. In this case, there was an expectation that Coca-Cola's leadership would pass to Pepsi all over the world. However, the result was not like that at all.

These tests are still being done and Pepsi is usually the winner. However, Coca-Cola still has a worldwide advantage.

According to the news of the British Independent newspaper, journalist and writer Malcolm Gladwell wrote that there is a distinct taste difference between Coca-Cola and Pepsi in his 2005 book Blink. In contrast to a sharp raisin and vanilla taste in Coca-Cola while Pepsi Cola has a more citrus flavor, which makes Pepsi popular.

So, why do people prefer to buy Coca-Cola rather than Pepsi whose taste is liked more?

Here is the only source that can explain it. Brain.

By the way... it's worth mentioning another experiment. They also did the tasting test with the aforementioned nameless glass by specifying the brand. This time people said that they mostly liked Coca-Cola.

There are many buy buttons in the brain. Brands that can press more purchase buttons have a competitive advantage. Sometimes they do this on purpose, sometimes unknowingly as in Coca-Cola's first experiments. Ultimately those who do win, and those who don't fall behind.