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ARTICLE AD BOX
August 22, 2025
HBR Staff; aneduard/Adobe Stock; AI
When Pepsi tweeted “We don’t have Pepsi, Coke OK? #SixWordHorror” back in 2019, it wasn’t just making a joke about beverage options. The soft drink giant was tapping into something more powerful: the narrative appeal of brand rivalry.
Read more on Brand management or related topics Competitive strategy, Customer strategy, Social media, Social marketing, Market segmentation and Consumer behavior
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