---
id: "entity-pepsi"
type: "entity"
entityType: "organization"
canonicalName: "Pepsi"
aliases: ["PepsiCo"]
source_timestamps: ["¶2"]
tags: ["brands", "case-study"]
related: ["entity-coca-cola", "concept-pleasantly-aggressive", "quote-pepsi-six-word-horror"]
sources: ["tail2"]
sourceVaultSlug: "hbr-seg-tail2"
originDay: 2
articleStem: "hbr-tail-124-good-rivalry-brand"
sourceUrl: "https://hbr.org/2025/08/a-good-rivalry-can-elevate-your-brand"
sourceTitle: "A Good Rivalry Can Elevate Your Brand"
---
# Pepsi

Global soft-drink brand (flagship of PepsiCo). Cited as an example of effectively using [[concept-pleasantly-aggressive|'pleasantly aggressive']] rivalry messaging. The article references its 2019 Halloween tweet — [[quote-pepsi-six-word-horror|'We don't have Pepsi, Coke OK? #SixWordHorror']] — as a prime example of tapping into the narrative appeal of brand rivalry.

Its true rival is [[entity-coca-cola-d2|Coca-Cola]]; Pepsi–Coke is a canonical rivalry pair rooted in deep shared history and is one of the most-cited illustrations in the [[concept-true-rivalry|true-rivalry]] literature (enrichment).