---
id: "quote-pepsi-six-word-horror"
type: "quote"
source_timestamps: ["¶2"]
tags: ["examples", "humor"]
related: ["entity-pepsi", "concept-pleasantly-aggressive"]
speaker: "Pepsi (cited in text)"
speakers: ["Pepsi"]
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's Six-Word Horror

> "We don't have Pepsi, Coke OK? #SixWordHorror"

— [[entity-pepsi|Pepsi]] (2019 Halloween tweet, cited in the article)

The article's marquee illustration of a [[concept-pleasantly-aggressive|pleasantly aggressive]] jab: a witty, situational-humor swipe at true rival [[entity-coca-cola-d2|Coca-Cola]] that reads as playful banter rather than a serious insult. **Enrichment note:** the tweet is an *illustrative* case consistent with the study's principles, not itself empirical evidence from the JMR paper.