The Big Sell

Through a century of image-making with master artists — including the creation of our modern version of Santa — Coke sheds its patent medicine image to become first the drink for young moderns, and finally the most recognized brand name on earth. Coke's success spawns numerous imitators, including Pepsi, which is just another cola until it targets the "Pepsi Generation." With Pepsi's launch of the Michael Jackson campaign, the Cola Wars explode.