There are many important lessons here but the two every marketer should take are:

1. The Pepsi challenge was absolutely genius and really understood the science of the consumer and importantly how to market it to the US consumer.
   Props have to go to Pepsi and for the confusion it caused Coca Cola internally for a number of months.
   In today’s market the impact likely would have been much lower or quicker to respond.
2. It is often how quickly you can learn from the mistake and how you react vs being wrong in the first place. The step back towards classic coke gave Coca Cola much bigger market share jump.