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  1. I believe Pepsi has always harbored a little bit envy for the incredibly viral “I’d Like to Buy the World a Coke” ad featuring singers on a hilltop. The difference between that piece of Don Draper magic (just kidding… it was the late Bill Backer of McCann Erickson) and the debacle that was the Pepsi ad is that the Coke ad transcended the rancor of the times. It acknowledged it implicitly, of course, but never made reference to it. It simply said wouldn’t it be nice if we all could just sit down and share a soda. It was well produced and the song actually made the charts, to boot. Everyone liked it because it touched a collective nerve. We all wanted to put it the yelling and finger-pointing behind us and just chill. I suspect the mood is the same today, but Pepsi botched it horribly.


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