Fizz (27 page)

Dr Pepper took a different approach to winning over winter customers with its seasonal reinvention as an alternative to mulled wine.
Courtesy of the Dr Pepper Museum and Free Enterprise Institute

Like many sodas in the mid-twentieth century, Dr Pepper made its sugar and caffeine into a virtue by promoting itself as an energy booster.
Courtesy of the Dr Pepper Museum and Free Enterprise Institute

Dr Pepper may have had a loyal following in Texas during the 1950s, when this ad ran, but it would take until the 1970s for the Waco soda to really break out of the Lone Star State.
Courtesy of the Dr Pepper Museum and Free Enterprise Institute

By the time this 1966 ad arrived, Coca-Cola's position as America's favorite soft drink seemed unassailable …
Courtesy of the Coca-Cola Company

… so its competitors got down with the kids, not least 7Up, which embraced 1960s psychedelia with its “Uncola” campaign, featuring out-there artwork such as this creation by Nancy Martell.
Courtesy of the Dr Pepper Museum and Free Enterprise Institute

Coca-Cola delivered another iconic advertising moment (and a hit single) with this 1971 TV appeal for world harmony.
Courtesy of the Coca-Cola Company

Coca-Cola reaches out to the world with this 1940 ad.
Courtesy of the Coca-Cola Company

But winning over the world wasn't always easy; Coke faced tight government restrictions in Japan and attempts to get it in banned from France to protect the country's wine industry.
Courtesy of the Coca-Cola Company

If you can't beat them, buy them: Thums Up, India's number-one cola, and Peru's nationalistic fizz Inca Kola, both of which were eventually bought by the Coca-Cola Company.
Courtesy of the Coca-Cola Company

Communist Czechoslovakia's Kofola—the Warsaw Pact's answer to Coke. While it fell out of favor at the end of the Cold War, it made a comeback following a relaunch in the early 2000s.

Irn-Bru made itself part of Scottish identity with tongue-in-cheek ads like this one.