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COKE VS. PEPSI: The Amazing Story Behind The Infamous Cola Wars
可口可乐vs 百事：可乐大战背后的精彩故事

The rivalry between Coca-Cola and Pepsi is legendary. The brands have been fighting each other for more than a century.
可口可乐和百事可乐之间的竞争由来已久，他们之间的恩恩怨怨都有100多年的历史了。

And not just about product development. Things occasionally get personal, which sometimes resonates in their marketing. Earlier this year, Pepsi went after Coke's famed mascots, the polar bears and Santa.
不只是产品开发的竞争。偶尔竞争的矛头会掺杂很多个人因素，可口可乐和百事有时候也会在市场推广方面有“不谋而合”的想法。在今年的早点时候，百事就把目标对准了了可口可乐著名的广告图标：北极熊和圣诞老人的经典形象。

The feud has even moved into outer space and raged over social media.
这种不和早已经蔓延到外太空了，公共媒体上也常见他们互相竞争的火爆场面。

So how'd it become this way? "The Soda Wars" that includes everything you'd ever want to know about the history of Coca-Cola and Pepsi.
为什么会演变成这样？“苏打之战”将为你呈现所有可口可乐和百事之间的恩怨史。

1. 可口可乐原始配方

 

The saga began in 1886, when John S. Pemberton developed the original recipe for Coke.

碳酸饮料诞生于1886年，是化学家约翰·派姆伯顿为可口可乐开发的原始配方。

 

Pepsi-Cola was created in 13 years later by pharmacist Caleb Bradham.
百事可乐配方则出现在13年后，由药剂师凯勒·布莱德汉姆发明出来。

 

Coca-Cola was already selling a million gallons per year by the time Pepsi came to be.

百事可乐刚刚出现的时候，可口可乐公司已经取得了每年100万加仑的销售佳绩。

 

Coke developed its iconic contour bottle, got big name endorsements and expanded to Europe. Meanwhile, Pepsi went bankrupt because of WWI.
可口可乐开发了标志性的经典玻璃轮廓瓶，获得了广泛的认可，开始向欧洲发展进军。百事因为第一次世界大战破产了。

 

In the 50s, Coke ads started hitting TV, while Pepsi rebranded to try to keep up.

20世纪50年代，可口可乐开始进行电视广告推广，而百事则重整旗鼓努力赶上可口可乐。

 

Here are their stock values over the years. Pepsi's successful foray into the snack food biz, especially in the past decade. Meanwhile, Coke has stayed strictly in beverages.
可口可乐和百事可乐多年的股价。在过去的十年里，百事成功进入零食市场，而可口可乐则坚持只做饮料。

7.可口可乐品牌

 

Here are some of Coke's biggest brands -- 15 of them have reached $1 billion or more in retail sales.

可口可乐的一些大品牌：其中有15个品牌的零售额已经达到了至少10亿美元的惊人业绩。

 

Though Pepsi's beverage brands may not be as strong, its snack food business is enormous.

虽然百事的饮料品牌也许没那么强悍，但是百事的零食业务却发展得很庞大。

 

Coke has a big lead in cola market share over Pepsi, but Pepsi's multiple business lines haul in more cash.

可口可乐在可乐市场的份额远超百事，但是百事的多样化经营模式则为公司赚到了更多的钱。

 

Both brands have made tons of changes to their logos throughout their histories. Neither look anything like they did originally.

在漫长的发展史中，可口可乐和百事都对自己的商标做出了很多改变。目前使用的商标一点都不像原始商标了。

 

They've both embraced the digital world as social media gets bigger and bigger -- but Coke seems to be faring better thus far.

随着公共媒体的规模发展越来越大，可口可乐和百事都敞开怀抱走入数字世界，不过就目前看来可口可乐进展更顺利。