Not being a fan of either of these two refreshments (I think they taste how I imagine rust would taste) each of these 2 competing campaigns coming from a different era literally communicate one concept (two at best) and are directed squarely at one class of people (2 stereotypes at best).  Pepsi’s being exclusively ‘sociable’ with other fair skinned, middle class friends and Coke’s being ‘refreshed’ in the company of fair skinned elders and relaxing in a wholesome fashion! Coke was a little more sophisticated with the inclusion of ‘all age groups’. Seemingly simplistic and naive and completely foreign in today’s heavily market researched, must appeal to a wide range of age groups, social groups and breach the gender divide era of advertising. They must have worked because beverage giants Coca-Cola Co, Pepsi Co Inc and Dr Pepper Snapple Group Inc control 89 percent of the U.S. carbonated soft drink market.