Brick (film) and Pepsi: Difference between pages

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Revision as of 16:31, 31 May 2007

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{{Infobox FilmBeverage

| name = BrickPepsi-Cola

| image = Brickmovieposter[[Image:PepsiLogo.jpg|150px]]

|type=[[Cola]]

| caption =

|manufacturer=[[PepsiCo, Inc.]]

| director = [[Rian Johnson]]

|origin={{USA}}

| producer = Ram Bergman<br />[[Mark G. Mathis]]

|introduced=[[1903]]

| writer = [[Rian Johnson]]

|discontinued=

| starring = [[Joseph Gordon-Levitt]]<br />[[Emilie de Ravin]]<br />[[Nora Zehetner]]<br />[[Matt O'Leary]]<br />[[Lukas Haas]]<br />[[Meagan Good]]<br />[[Noah Fleiss]]<br />Noah Segan

|related= [[Coca-Cola]]<br/>[[RC Cola]]

| music = [[Nathan Johnson (composer)|Nathan Johnson]]

| cinematography = Steve Yedlin

| editing = Rian Johnson

| distributor = [[Focus Features]]

| released = [[2006]]

| runtime = 110 minutes

| country =

| language = English

| budget = $450,000

| website = http://www.brickmovie.net/

| amg_id = 1:318891

| imdb_id = 0393109

}}

'''Pepsi-Cola''', commonly called '''Pepsi''', is a [[cola]] [[soft drink]] produced and manufactured by [[PepsiCo]]. It is sold worldwide in stores, restaurants and from vending machines. The drink was first made in the [[1890s]] by [[pharmacy|pharmacist]] [[Caleb Bradham]]. The brand was trademarked on [[June 16]], [[1903]]. There have been many [[List of Pepsi types|Pepsi variants]] produced over the years, including [[Diet Pepsi]], [[Crystal Pepsi]], [[Pepsi Max]], [[Pepsi Samba]], [[Pepsi Blue]], [[Pepsi Gold]], [[Pepsi Holiday Spice]], [[Pepsi Jazz]], [[Pepsi Next]] (available in [[Japan]] and [[South Korea]]), and [[Pepsi Easter Hop]].{{Fact|date=May 2007}} pepsi is for losers and gay people.

==History==

'''''Brick''''' is an [[United States|American]] [[film]] written and directed by [[Rian Johnson]]. The film's narrative centers around a [[hardboiled]] [[detective fiction|detective story]] that takes place in [[suburbia]], while all of the main characters are [[high school]] students.

[[Image:Pepsi soda.jpg|thumb|right|Pepsi soda in a cup with icecubes.]]

===Origins===

Pepsi-Cola was first made in [[New Bern, North Carolina]] in the United States in the early 1890s by [[pharmacy|pharmacist]] [[Caleb Bradham]]. In [[1898]], "Brad's drink" was changed to "Pepsi-Cola" and later trademarked on [[June 16]], [[1903]].<ref>[http://www.pepsi.com/help/faqs/faq.php?viewall=yes&category=ads_and_history Pepsi World - FAQs - ADS & HISTORY]</ref> There are several theories on the origin of the word "pepsi".

The only two discussed within the current PepsiCo website are the following:

''Brick'', Johnson's directorial debut, won the Special Jury Prize for Originality of Vision at the 2005 [[Sundance Film Festival]] and was nominated at the [[Independent Spirit Award]] 2006 for the [[John Cassavetes]] Award (best film production with a budget under [[United States dollar|USD]] 500,000). [[Focus Features]] distributed the film, which opened in the United States on March 31st, 2006 in New York and Los Angeles.

#Caleb Badham bought the name "Pep Kola" from a local competitor and changed it to Pepsi-Cola.

#"Pepsi-Cola" is an [[anagram]] for "Episcopal" - a large church across the street from Bradham's drugstore. There is a plaque at the site of the original drugstore documenting this, though PepsiCo has denied this theory.

Another theory is that Caleb Badham and his customers simply thought the name sounded good or the fact that the drink had some kind of "pep" in it because it was a carbonated drink, they gave it the name "Pepsi".

==Plot==

{{spoiler}}

Brendan Frye ([[Joseph Gordon-Levitt]]) is a student in a [[San Clemente, California|San Clemente]], [[California]] high school. Unlike most outsiders, he is in the know of the intricacies of the "upper crust" of druggie socialites, but chooses to live outside them until he gets a terrified phone call from his ex-girlfriend, Emily ([[Emilie de Ravin]]). She tearfully tells him that "she didn't know that the brick was bad" and that "the Pin's on it now", and implores him to help her. Shortly after, she disappears. Brendan takes it upon himself to find her and make sure she's OK, enlisting the aid of fellow loner The Brain ([[Matt O'Leary]]) to shake things up, while also keeping the assistant vice-principal of his school ([[Richard Roundtree]]) somewhat informed of what's going on. His intrusion into the tightly knit circle of high school cliques brings him into the lives of several people, including sophisticate Laura ([[Nora Zehetner]]), prolifically violent Tug ([[Noah Fleiss]]), stoner Dode ([[Noah Segan]]), seductive Kara ([[Meagan Good]]), jock Brad ([[Brian J. White]]) and drug baron The Pin ([[Lukas Haas]]). The Pin is pivotal in Brendan's pursuit of the truth about Emily's fate.

As Pepsi was initially intended to cure stomach pains, many believe Bradham coined the name Pepsi from either the condition ''[[dyspepsia]]'' (stomach ache or indigestion) or the possible one-time use of pepsin root as an ingredient (often used to treat upset stomachs).{{Fact|date=February 2007}} It was made of [[carbonated water]], [[sugar]], [[vanilla]], [[essential oil|rare oils]], and [[kola nut]]s. Whether the original recipe included the [[enzyme]] [[pepsin]] is disputed.<ref>[http://medialit.med.sc.edu/pepsi.htm Mike Gange, ''Pop Culture Paraphernalia''], ''The Encyclopedia of Pepsi-Cola Collectibles''</ref><ref>[http://inventors.about.com/library/inventors/blpepsi.htm "The History of Pepsi Cola"], Mary Bellis, ''about.com''</ref>

==Production==

Rian Johnson wrote the first draft of ''Brick'' in 1997 after graduating from [[USC School of Cinematic Arts|USC film school]] a year earlier. It was originally inspired by the works of [[Dashiell Hammett]], an author known for his work writing [[hardboiled]] [[Detective fiction|detective novels]]. Before Johnson became familiar with Hammett's work, he was an avid fan of the 1990 film ''[[Miller's Crossing]]'' by the [[Coen Brothers]] (who, in turn, cited Hammett as one of their influences for ''Miller's Crossing''). Johnson, already a fan of [[film noir]] in general, enjoyed Hammett's style, calling it a "pure dose" of the hardboiled detective genre<ref>Johnson, Rian. 2006. ''Brick'' [Commentary track], ''Brick'' [DVD].</ref>. The decision to give the ''Brick'' narrative the twist of a suburban high school setting was to apply the film noir genre to a fresh set of visual cues.

In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold 7,968 gallons of [[syrup]]. The next year, Pepsi was sold in six-ounce bottles and sales increased to 19,848 gallons. In 1924, Pepsi received its first logo redesign since the original design of 1905. In 1926, the logo was changed again. In 1929, automobile race pioneer [[Barney Oldfield]] endorsed Pepsi-Cola in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race".

After the screenplay was completed, Johnson, with the aid of good friend and cinemtographer Steve Yedlin, tried hard to get it into the hands of anyone in the film business willing to read it. After attempting to get the project funded by a number of production companies over a period of six years, they decided that the easiest and safest route to take would be to fund and shoot the film themselves. By shooting the film independently, Johnson would have complete control over achieving the delicate tone required to successfully translate ''Brick'' from script to screen.

In 1929, the Pepsi-Cola Company went bankrupt during the [[Great Depression]]- in large part due financial losses incurred by speculating on wildly fluctuating sugar prices as a result of [[World War I]]. Assets were sold and Roy C. Megargel bought the Pepsi trademark.<ref>[http://www.sodamuseum.bigstep.com/generic.jhtml?pid=3 "The History of Pepsi-Cola"], ''sodamuseum.bigstep.com'' paragraph 8</ref> Eight years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manfuacturer with retail stores that contained soda fountains. He sought to replace [[Coca-Cola]] at his stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula.

Over the years, Johnson had come in contact with various individuals that were willing to work on the film, including casting director Shannon Makhanian, producers Mark G. Mathis and Ram Bergman and various actors. After acquiring about $475,000 for the film's budget, ''Brick'' finally began production in 2003.

===Rise in popularity===

The film was shot in Johnson's hometown of [[San Clemente, California]] on [[35 mm film|35 mm]] film stock. Much of the film takes place at [[San Clemente High School]], the same high school that Johnson attended.

During [[The Great Depression]], Pepsi gained popularity following the introduction in 1934 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to 5 cents, sales went through the roof. With twelve ounces a bottle instead of the six ounces Coca-Cola sold, Pepsi turned the price difference to its advantage with a slick radio advertising campaign, featuring the [[jingle]] "Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you,", encouraging price-watching consumers to switch to Pepsi, while obliquely referring to the Coca-Cola standard of six ounces a bottle for the price of five cents (a nickel), instead of the twelve ounces Pepsi sold at the same price. Coming at a time of economic crisis, the campaign succeeded in boosting Pepsi's status. From 1936 to 1938, Pepsi Cola's profits doubled.<ref name="coke at home">Jones, Eleanor & Ritzmann, Florian. [http://xroads.virginia.edu/~class/coke/coke1.html "Coca-Cola at Home"]. Retrieved June 17, 2006.</ref>

===Soundtrack and score===

{{main|Brick (soundtrack)}}

The original score to ''Brick'' was composed by Rian Johnson's cousin, [[Nathan Johnson (composer)|Nathan Johnson]], with additional support and music from [[The Cinematic Underground]]. The score harkens back to the style, feel and overall texture of noir films. It features traditional instruments such as the piano, trumpet, and violin, but it also contains unique and invented instruments such as the wine-o-phone, metallophone, tack pianos, filing cabinets, and kitchen utensils, all recorded with one microphone on a battered-up [[PowerBook]].

Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi Cola company. A long legal battle then ensued, with Guth losing. Loft now owned Pepsi, and the two companies did a merger, then immediately spun the Loft company off.

Because Nathan Johnson was in [[England]] during most of the production process, the score was composed almost entirely over [[Apple Computer|Apple]] [[iChat]], with Rian Johnson playing clips of the movie to Nathan Johnson, who would then score them. The two later met in [[New York]] to mix the soundtrack.

===Niche marketing===

The soundtrack CD of the movie was released on March 12, 2006 by Lakeshore Records. In addition to Johnson's score, it contains songs by [[The Velvet Underground]], [[Anton Karas]] and [[Kay Armen]] as well as the big band version of "[[Frankie and Johnny (song)|Frankie and Johnny]]" performed by [[Bunny Berigan]] and a full unedited performance of "[[Wikisource:The Mikado/The sun whose rays are all ablaze|The sun whose rays are all ablaze]]" by [[Nora Zehetner]].

[[Image:Pepsi targeted ad 1940s.jpg|thumb|1940s advertisement specifically targeting African Americans. The young boy is [[Ron Brown (U.S. politician)|Ron Brown]].]]

Walter Mack was named the new President of Pepsi-Cola and guided the company through the 1940s. Mack, who supported [[progressivism|progressive]] causes, noticed that the company's strategy of using [[advertising]] for a general audience either ignored [[African American]]s or used [[ethnic stereotypes in American media|ethnic stereotypes]] in portraying blacks. He realized African Americans were an untapped [[niche market]] and that Pepsi stood to gain [[market share]] by targeting its advertising directly towards them.<ref name="nytboyd">{{cite news | url=http://www.nytimes.com/2007/05/06/business/06boyd.html?_r=1&ref=obituaries&oref=slogin | last=Martin | first=Douglas | date=[[May 6]] [[2007]] | title=Edward F. Boyd Dies at 92; Marketed Pepsi to Blacks. | publisher=[[The New York Times]] | accessdate=2007-05-05}}</ref> To this end, he hired Hennan Smith, an advertising executive "from the Negro newspaper field"<ref name="capparellreview">{{cite news | url=http://www.usatoday.com/money/books/reviews/2007-01-22-pepsi-book_x.htm?csp=34 | title=Pepsi's challenge in 1940s: Color barrier | publisher=[[USA Today]] | first=Michelle | last=Archer | date=[[January 22]] [[2007]] | accessdate=2007-05-07}}</ref> to lead an all-black sales team, which had to be cut due to the onset of [[World War II]]. In 1947, Mack resumed his efforts, hiring [[Edward F. Boyd]] to lead a twelve-man team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a [[six pack]] of Pepsi while her son (a young [[Ron Brown (U.S. politician)|Ron Brown]], who grew up to be [[United States Secretary of Commerce|Secretary of Commerce]]<ref name="latboyd">{{cite news | url=http://www.latimes.com/news/obituaries/la-me-boyd5may05,0,7240282,full.story?coll=la-news-obituaries | title=Edward Boyd, 92; Pepsi ad man broke color barriers | publisher=[[Los Angeles Times]] | first=Jocelyn Y | last=Stewart | date=[[May 5]] [[2007]] | accessdate=2007-05-05}}</ref>) reaches up for one. Another [[ad campaign]], titled "Leaders in Their Fields", profiled twenty prominent African Americans such as [[Nobel Peace Prize]] winner [[Ralph Bunche]] and photographer [[Gordon Parks]].

Boyd also led a sales team composed entirely of African Americans around the country to promote Pepsi. [[Racial segregation]] and [[Jim Crow laws]] were still in place throughout much of the U.S. and Boyd's team encountered a great deal of discrimination as a result.<ref name="capparellreview"/> Not only did they have to ride on segregated trains and stay in black-only hotels, but they faced insults from Pepsi co-workers and even endured threats from the [[Ku Klux Klan]].<ref name="latboyd"/> On the other hand, they were able to use [[racism]] as a selling point, attacking Coke's reluctance to hire blacks and the support of segregationist [[Governor of Georgia]] [[Herman Talmadge]] by the chairman of Coke.<ref name="nytboyd"/> As a result, Pepsi's market share as compared to Coke's shot up dramatically. After the sales team visited [[Chicago]], Pepsi's share in the city overtook that of Coke for the first time.<ref name="nytboyd"/>

===Special effects===

Many of the [[special effects]] in the film are [[practical effect|practical]] and [[in-camera effect|in-camera effects]]. Early in the film, for example, there is a scene in which Emilie de Ravin is walking toward the camera out of a tunnel as a garbage bag floats downstream and engulfs the camera, transitioning over Joseph Gordon-Levitt back in his character's bedroom. To achieve this, the desired effect was filmed in reverse order. The garbage bag began over the camera and was pulled away during filming, as Emilie de Ravin walked backwards into the tunnel. This footage would then cut to a scene where a garbage bag was simply pulled over Joseph Gordon-Levitt's head.

Besides racism, the sales team faced obstacles laid down by Coke personnel. ''Wall Street Journal'' writer Stephanie Capparell's book ''The Real Pepsi Challenge'' details efforts by Coke deliverymen to tear down Pepsi advertising or dirty Pepsi bottles by wiping them with oil rags. They even started a rumor that a black man drowned in one of Pepsi's syrup tanks, leading to a boycott of the cola in [[North Carolina]].<ref name="capparellreview"/>

The majority of the film's effects were cheaply and efficiently produced by using similarly simple methods. Slowly filming a car driving in reverse, then playing the footage backwards at a higher speed gives the illusion of a car quickly approaching as the camera darts in front of it stylishly. Clever fades give the impression of time changes while quick [[Jump cut|jump cuts]] add tension to a scene in which the protagonist wakes up after passing out.

This focus on the African American market caused some consternation within the company and among its affiliates. They did not want to seem focused on black customers for fear that [[whites]] would be pushed away.<ref name="nytboyd"/> In a meeting at the [[Waldorf-Astoria Hotel]], Mack tried to assuage the 500 [[bottler]]s in attendance by pandering to them, saying, "We don't want it to become known as the [[nigger]] drink."<ref>{{cite web | url=http://www.pbs.org/kcet/tavissmiley/archive/200702/20070227_boyd.html | first=Smiley | last=Tavis | date=[[February 27]] [[2007]] | title=Edward Boyd | publisher=[[PBS]] | format=interview | accessdate=2007-05-04}}</ref> After Mack left the company in 1950, support for the black sales team team faded and it was cut.

Certain edits were also introduced to the film to time footage to different dialogue, adding certain information and leaving other information out completely. These edits are noticeable, as the actors mouths are not always moving in sync with their dialogue.

===New advertising strategy===

One particular special effect (in which Emilie de Ravin's character floated toward camera) implemented use of a [[green screen]], but it was edited out of the film far before its completion.

New President Alfred Steele completely changed direction with the marketing of the product to alter the "econo-brand" image of Pepsi. Postwar inflation put an end to the "Twice as much for a nickel" pricing and marketing strategy anyway, with some bottlers switching to 10 or even 8 ounce bottles at the nickel price, while others kept the 12 ounce bottles but at a higher price, and still others switched to 6 ounce bottles for seven cents. Pepsi's formula was also slightly changed, this time removing some of the sugar content. This was tied into their new image of Pepsi as "The Light Refreshment" and was followed by attempts to market Pepsi as a more affluent beverage. This was the "Be Sociable" campaign and wasn't particularly successful. Pepsi's next strong marketing success didn't occur until they targeted the youth market. First with the "Think Young" campaign in 1961, then more famously with their "Pepsi Generation" advertising two years later.

By the early 1960s, competitor [[Royal Crown Company]] was having strong success with their [[Diet Rite Cola]]. At that time, The Pepsi-Cola company had branched out into producing other flavors, under their Patio line, and in response to the success of Diet Rite, they added Patio Diet Cola. Success with Patio Diet Cola encouraged them to instead market it as Diet Pepsi in 1964. This was the also the year that Pepsi purchased the [[Mountain Dew]] brand from the southeast region Tip Corporation.

==Release==

===Theatrical release===

''Brick'' premiered in the [[United States]] on [[March 31]], [[2006]] in select theaters. It opened to [[United Kingdom]] audiences on [[May 12]], [[2006]] on a limited number of screens. The film grossed $2.07 million in the US box office and a total of $3.35 million worldwide.

===DVD release===

The [[DVD region code|Region 1]] [[DVD]] release of ''Brick'' originally became available on [[August 8]], [[2006]] as part of the [[Focus Features]] Spotlight Series. Special features include:

In 1965, the Pepsi-Cola Company merged with Frito-Lay, forming [[PepsiCo]].

*A selection of deleted and extended scenes with introductions by director Rian Johnson

*Audition footage featuring Nora Zehetner and Noah Segan

*Feature audio commentary with Rian Johnson, Nora Zehetner, Noah Segen, producer Ram Bergman, production designer Jodie Tillen and costume designer Michele Posch.

==Marketing==

The Region 2 DVD was released on [[September 18]], [[2006]].

[[Image:Pepsicup.jpg|thumb|right|A large advertisement made to resemble a Pepsi cup.]]

===Other releases===

[[Image:Pepsinewcan.jpg|right|thumb|200px|The first of many new designs of Pepsi cans were released in 2007.]]

Virgin Atlantic has featured a version of the film on its flights to and from the United Kingdom.

In 1975, PepsiCo introduced the [[Pepsi Challenge]] marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival [[Coca-Cola]]. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with [[television commercial]]s reporting the test results to the public.<ref>[http://www.sodamuseum.bigstep.com/generic.jhtml?pid=3 SODAmuseum.com "The History of Pepsi-Cola"], ''sodamuseum.bigstep.com'', paragraph 31</ref> Some attribute this to the higher sugar content found in Pepsi compared to Coca-Cola, as seen in the book ''[[Big Secrets]]'' by [[William Poundstone]].{{Fact|date=February 2007}}

In 1996, PepsiCo launched the highly successful [[Pepsi Stuff]] marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing."<ref>[http://www.pepsico.com/PEP_Company/Honors/index.cfm PepsiCo - Company - Honors (2002)], ''Promo'' Magazine, 2002.</ref>

==Reception==

''Brick'' was released to mostly positive criticism. It received a 78% "Fresh" rating on [[Rotten Tomatoes]] <ref>[http://www.rottentomatoes.com/m/brick/ ''Brick''] at ''Rotten Tomatoes''. Retrieved November 26, 2006</ref>.

In 2007, PepsiCo announced that Pepsi's cans would be redesigned again.<ref>[http://www.pepsigallery.com/?or=pw.474 Pepsi Can Gallery]</ref>

The movie ranked number 35 on [[Entertainment Weekly|Entertainment Weekly's]] list of the [http://www.ew.com/ew/report/0,6115,1532588_1_0_,00.html 50 Best High School Movies].

=== Celebrity endorsers ===

==Trivia==

{{main|Pepsi spokespersons}}

*The first sequence in the movie that was filmed was the chase scene between Brendan (Joseph Gordon-Levitt) and Chuck "The Lug" Burns (Cody Lightning).

Unlike Coca-Cola, Pepsi and its associated beverages have had various [[celebrity]] endorsers and continue to use them. [[Joan Crawford]] married Al Steele who was director of the company, she filled Al's place on the board of directors after he died.

*In the Halloween in January scene, a girl in a red dress briefly walks across the shot. She is dragging a cooler, a reference to ''[[May (film)|May]]'', another movie Rian Johnson worked on.

<!-- Please do not put specific celebrities here. Celebrities are detailed in the Pepsi spokespersons article-->

*The movie contains a number of references to [[Dashiell Hammett]] stories. For instance, at the end of the film, the antagonist whispers "a dirty word" to the protagonist. A similar occurrence can be found in the Hammett story "The Girl With The Silver Eyes". References to ''[[The Maltese Falcon]]'' include Brendan's request of Laura to honk her car horn four times – long, short, long, short – to communicate with him. Also, earlier in the film, Brendan remarks to Laura "Now you are Dangerous", a line lifted directly from the ''The Maltese Falcon'' (Chapter 4 - The Black Bird).

*The majority of the film was shot at existing locations. One of the few sets used for the film was The Pin's basement. The Pin's study was filmed in first, then the set was painted black and dressed to look like the musty storage room located opposite the study.

=== Slogans ===

*The telephone booth seen throughout the film is a non-functioning set piece.

*Speaking on the [http://www.rcjohnso.com/forum/ Brick Forum], Rian Johnson cited the cult Japanese [[animé]] series ''[[Cowboy Bebop]]'' as being influential in his visualisation of the movie.{{fact}}

*1939: "Twice as Much for a Nickel"

*1950: "More Bounce to the Ounce"

*1958: "Be Sociable, Have a Pepsi"

*1961: "Now It's Pepsi for Those Who Think Young"

*1963: "Come Alive, You're in the Pepsi Generation".

*1967: "(Taste that beats the others cold) Pepsi Pours It On".

*1969: "You've Got a Lot to Live, Pepsi's Got a Lot to Give".

*1973: "Join the Pepsi people (feeling free)".

*1975: "Have a Pepsi day".

*1979: "Catch that Pepsi spirit". David Lucas composer

*1981: "Pepsi's got your taste for life".

*1983: "Pepsi's Now!"

*1984: "The Choice of a New Generation".

*1991: "Gotta Have It."

*1995: "Nothing Else is a Pepsi".

*1997: "GeneratioNext".

*1999: "Ask for More"/"The Joy of Pepsi-Cola".

*2003: "It's the Cola"/"Dare for More".

*2007: "More Happy".

==Types of Pepsi==

:''See also: [[List of Pepsi types]]''

[[Image:Crystal-pepsi.jpg|thumb|right|[[Crystal Pepsi]] was one of the unpopular Pepsi variations.]]

There are many types of Pepsi-Cola all differing in taste, price and appearance. Diet Pepsi is one of the most popular variations of the drink, containing no sugar and zero calories. Other popular low calorie variations of the drink include [[Pepsi Max]], [[Pepsi ONE]], [[Caffeine-Free Pepsi]] and [[Caffeine-Free Diet Pepsi]]. In Japan there is Pepsi NEX, which is believed to be the equivilent of Pepsi MAX.

PepsiCo has marketed many different fruit flavors of the drink including: [[Wild Cherry Pepsi]] (1988), [[Diet Wild Cherry Pepsi]] (2005), Pepsi Lime (2005) and Diet Pepsi Lime (2005) and [[Pepsi Jazz]] diet cola with two flavors, Strawberries & Cream (2006) and Black Cherry French Vanilla (2006). PepsiCo also rivaled Coca-Cola's lemon-flavored products with [[Pepsi Twist]]. Pepsi Twist has been successfully marketed in [[Brazil]] (with lime instead of lemon), where a limited-edition version is also sold, the ''Pepsi Twistão'', with an even stronger lime flavor. Pepsi A-ha, with a lemon flavor, was launched in [[India]] in 2002 but was not successful. Another type, Pepsi Samba, was released in Australia in the 3rd Quarter of 2005; it is Pepsi with a tropical taste of [[tamarind]] and [[mango]].

PepsiCo has introduced many variant versions of Pepsi over the years that differ from the original version in either flavor, appearance or both. [[Crystal Pepsi]], a clear cola free of caffeine, sodium and preservatives, was introduced in 1992 and phased out the following year. Similarly, the blue-colored berry cola [[Pepsi Blue]] was introduced in mid-2002 to a mixed response. PepsiCo withdrew it from the market in 2004. In 2006, [[Pepsi Gold]] was released.

PepsiCo has introduced [[coffee]]-flavored variations of the drink. In 2005, [[Pepsi Cappuccino]] was released in [[Romania]] and [[Bulgaria]] with another coffee-flavored cola called [[Pepsi Tarik]] in [[Malaysia]] and [[Pepsi Cafechino]] in India. In late 2005/early 2006 in the UK PepsiCo released Pepsi Max Cino, a [[cappuccino]] variant of its popular Pepsi Max beverage.

Many types of the drink have only been produced or sold for a limited time, such as [[Pepsi Holiday Spice]], a spicy Christmas seasonal finish of ginger and cinnamon. [[Pepsi X]] is another variation which contains more caffeine than regular Pepsi-Cola and in addition also contains [[taurine]] and [[guaranine]]. It is similar to other energy drinks such as [[Red Bull]].

PepsiCo markets [[Pepsi ONE]] in the US in place of Pepsi X (sold only outside the US and not currently available for import), as both are sweetened with SPLENDA® No Calorie Sweetener, and Pepsi ONE contains 4.6mg of caffeine per ounce without the added taurine and guaranine (Pepsi X has 2.5mg of caffeine and regular Pepsi has 3.13mg per ounce).

==Criticisms==

:''Main article'': ''[[PepsiCo#Criticisms|PepsiCo Criticisms]]''

In 2003 and again in 2006,<ref>[http://www.rediff.com/money/2003/aug/05pepsicoke.htm Pepsi, Coke contain pesticides: CSE]</ref> the [[Centre for Science and Environment]] (CSE), a [[non-governmental organization]] in [[New Delhi]], found that soda drinks produced by manufacturers in India, including both Pepsi and Coca-Cola, had dangerously high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products.<ref>[http://www.financialexpress.com/latest_full_story.php?content_id=136991 Cola sales down 10% on state bans]</ref> In the Indian state of [[Kerala]], sale and production of Pepsi-Cola, along with other soft drinks, has been banned.<ref>[http://autofeed.msn.co.in/pandorav3/output/News/53a3285a-8106-4c3f-9e76-a5081c8762b8.aspx Kerala bans Coke and Pepsi]</ref> Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals.<ref>[http://news.bbc.co.uk/2/hi/south_asia/4776623.stm Indian state bans Pepsi and Coke]</ref>

On Friday, September 22, 2006, the High Court in Kerala overturned the Kerala ban ruling that only the federal government can ban food products.<ref>Thomas, V.M. [http://www.washingtonpost.com/wp-dyn/content/article/2006/09/22/AR2006092200277.html Indian Court Overturns Coke, Pepsi Ban]</ref>

Iran state television broadcast anti-Pepsi propaganda, saying that the PEPSI letters stood for Pay Each Penny Save Israel.[http://www.memritv.org/Transcript.asp?P1=1277] PepsiCo has a bottling plant in Iran.[http://www.metimes.com/articles/normal.php?StoryID=20060719-083019-1430r]

==Rivalry with Coca-Cola==

According to Consumer Reports, in the 1970s, the rivalry continued to heat up the market. Pepsi conducted [[blind taste test]]s in stores, in what was called the "[[Pepsi Challenge]]". These tests suggested that more consumers preferred the taste of Pepsi (which is believed to have more [[lemon]] oil, less [[orange (fruit)|orange]] oil, and uses [[vanillin]] rather than [[vanilla]]) to Coke. The sales of Pepsi started to climb, and Pepsi kicked off the "Challenge" across the nation.

In 1985, [[The Coca-Cola Company]], amid much publicity, changed its [[Coca-Cola formula|formula]]. Some authorities believe that [[New Coke]], as the reformulated drink came to be known, was invented specifically in response to the Pepsi Challenge.{{Fact|date=February 2007}} However, a consumer backlash led to Coca-Cola quickly reintroducing the original formula as Coke "Classic".

Overall, Coca-Cola continues to outsell Pepsi in almost all areas of the world. [[Saudi Arabia]], [[Pakistan]] (Pepsi has been a dominant sponsor of the [[Pakistan cricket team]] since the [[1990s]]) and the [[Province of Canada|Canadian provinces]] of [[Quebec]] and [[Prince Edward Island]] are three exceptions.<ref>[http://www.strategymag.com/articles/magazine/20041015/vive.html?page=1 "Vive la difference

'Does that mean I have to have a separate campaign?"], ''Strategy Magazine'', [[October]] [[2004]]</ref>

By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after a new government ordered The Coca-Cola Company to turn over its secret formula for Coke and dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act (FERA). In [[1988]], PepsiCo gained entry to India by creating a joint venture with the Punjab government-owned [[Punjab Agro Industrial Corporation]] (PAIC) and [[Voltas India Limited]]. This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in [[1994]]. In [[1993]], The Coca-Cola Company returned in pursuance of India's [[Liberalization]] policy.<ref>[http://www.mindfully.org/Water/2005/India-Coca-Cola-Pepsi14mar05.htm "India: Soft Drinks, Hard Cases"], ''The Water Dossier'', [[14 March]] [[2005]]</ref> In 2005, The Coca-Cola Company and PepsiCo together held 95% market share of soft-drink sales in India. Coca-Cola India's market share was 60.8%.<ref>[http://economictimes.indiatimes.com/articleshow/1191706.cms "Fizzical Facts: Coke claims 60% mkt share in India"], ''Times News Network'', [[August 5]] [[2005]]</ref>

Pepsi had long been the drink of Canadian [[Francophone]]s and it continues to hold its dominance by relying on local [[Québécois]] celebrities (especially [[Claude Meunier]], of ''[[La Petite Vie]]'' fame) to sell its product. "Pepsi" eventually became an offensive [[nickname]] for Francophones viewed as a lower class by [[Anglophone]]s in the middle of the 20th century. The term is now used as an historical reference to French-English linguistic animosity (During the partitionist debate surrounding the 1995 referendum, a pundit wrote, "''And a wall will be erected along St-Laurent street [the traditional divide between French and English in Montréal] because some people were throwing Coke bottles one way and Pepsi bottles the other way''").

In the U.S., Pepsi's total market share was about 31.7 percent in 2004, while Coke's was about 43.1 percent.<ref>[http://www.beverage-digest.com/pdf/top-10_2005.pdf "Beverage Digest Press Release"], ''Beverage Digest'', [[March 4]] [[2005]] (PDF)</ref>

In [[Russia]], Pepsi once had a larger market share than Coca-Cola. However, Pepsi's dominance in Russia was undercut as the [[Cold War]] ended. PepsiCo had made a deal with the Soviet Union for scale production of Pepsi in 1972.[http://www.free-essays.us/dbase/b5/lvt48.shtml] When the [[Collapse of the Soviet Union|Soviet Union fell apart]], Pepsi, was associated with the old Soviet system, and Coca Cola, just newly introduced to the Russian market in 1992, was associated with the new system. Thus, Coca-Cola rapidly captured a significant [[market share]] away from Pepsi that might otherwise have needed years to build up. By July 2005, Coca-Cola enjoyed a market share of 19.4 percent, followed by Pepsi with 13 percent.<ref>[http://www.themoscowtimes.com/stories/2005/12/30/041.html "Coke Versus Pepsi, Santa Versus Moroz"], ''The Moscow Times'', [[December 30]] [[2005]]</ref>

In the same way that Coca Cola has become a cultural icon and its global spread has spawned words like "[[coca colonization]]", Pepsi Cola and its relation to Russia has also turned it into an icon. In the early 1990s, the term, "[[Pepsi-stroika]]", began appearing as a pun on "[[perestroika]]", the reform policy of the Soviet Union under [[Mikhail Gorbachev]]. Critics viewed the policy as a lot of fizz without substance and as an attempt to usher in Western products in deals there with the old elites. Pepsi, as one of the first American products in the Soviet Union, became a symbol of the relationship and the Soviet policy.<ref>The word first appeared in an exhibit in the Harvard University Law School Library in December 1990 to February 1991, then in several articles and books by anthropologist [[David Lempert]], who coined the phrase. Most notable is the third book inside the two volume set, "Pepsi-stroika" in ''Daily Life in a Crumbling Empire: The Absorption of Russia into the World Economy,'' Columbia University Press/ Eastern European Monographs, 1996.</ref>

== Ingredients ==

<!-- ingredients details correct as found at http://www.dietfacts.com/html/items/13138.htm -->

{| class ="wikitable" align="right" cellborder="1" cellspacing="2" cellpadding="1"

!

! Amount per 100mL

|-

|'''Energy'''

|196.5 kJ

|-

|'''Fat'''

|0 g

|-

|'''Sodium'''

|0.98 mg

|-

|'''Carbohydrates'''

|11.74 g

|-

|'''Sugar'''

|11.04 g

|-

|'''Protein'''

|0 g

|-

|'''Caffeine'''

|10 mg

|}

The Pepsi-Cola drink contains basic ingredients found in most other similar drinks including carbonated water, [[high fructose corn syrup]], sugar, [[coloring]]s, [[phosphoric acid]], [[caffeine]], [[citric acid]] and [[flavor|natural flavors]]. The caffeine free Pepsi-Cola contains the same ingredients minus the caffeine.

The original Pepsi-Cola recipe (which is pretty close to the original Coca-Cola recipe) was actually available from documents filed with the court at the time that the Pepsi-Cola Company went bankrupt in 1929. Note that the original formuation contained neither cola nor caffiene.

The Original Pepsi-Cola Recipe[http://www.sodamuseum.bigstep.com/generic.jhtml?pid=11]

Pepsi Cola Formula:

*Sugar- Standard Confectioners A 7500 pounds

*Water, sufficient quantity to 1200 gallons

*Caramel - burnt sugar color 12 gallons

*Lime Juice 12 gallons

*Phosphoric Acid S.G. 1.750 58 pounds

*Alcohol 1/2 gallon

*Oil Lemon 6 fluid ounces

*Oil Orange 5 fluid ounces

*Cinnamon Oil 4 fluid ounces

*Oil Nutmeg 2 fluid ounces

*Oil Coriander 2 fluid ounces

*Oil Petit Grain 1 fluid ounce

Mix; Stir two hours:

Boil Sugar and Water

==Competitors==

*[[Coca-Cola]]

*[[R.C. Cola]]

==See also==

*[[Pepsico]]

*[[Pepsi Stuff]]

*[[Soft drink]]

*[[Cola wars]]

*[[Coca-Cola]] (drink)

*[[The Coca-Cola Company]] (Competitor)

*[[Pepsiman]] (Mascot for the [[Japan]]ese division of Pepsi)

*[[List of Pepsi types]]

== Listen ==

* [http://www.OldRadioFun.com/downloads/Commercials.19xx.xx.xx_Pepsi_Cola.mp3 1939 Radio Commercial] (Twice as Much for a Nickel)

== Notes ==

<div class="references-small">

<references/>

</div>

==References==

* ''Beverage World Magazine'', January 1998, "Celebrating a Century of Refreshment: Pepsi - The First 100 Years"

{{reflist}}

* Stoddard, Bob. ''Pepsi Cola - 100 Years'' (1997), General Publishing Group, Los Angeles, CA, USA

* "''History & Milestones''" (1996), Pepsi packet

* Louis, J.C. & Yazijian, Harvey Z. "The Cola Wars" (1980), Everest House, Publishers, New York, NY, USA

==External links==

* [http://www.theoriginof.com/pepsi.html The origin of Company Pepsi]

{{wikiquote|Brick}}

* [http://www.brickmoviepepsiusa.netcom/ OfficialPepsi siteFAQ]

* [http://www.focusfeaturespepsiworld.com/viewer.php?f=brick&c=trailer&ext=wmv&w=480&h=270 TheatricalPepsi trailerWorld]

* [http://www.pepsigallery.com/ Pepsi Gallery - Pepsi Promotional site]

*[http://online.tvguide.com/newsearch/detail.aspx?id=5452454&sourcetype=o&progseriesparentid=5452454&tvobjectid=279188&keyword=&more=ucvideoresult Short flash clips]

* [http://www.rcjohnsopepsiamericas.com/forum/ Forum about the film run by director RianPepsi JohnsonAmericas]

* [http://crazyjaneskimoney.typepadcnn.com/photos2005/brickville03/07/news/fortune400/cokepepsi_sales/ Photos'Coke, fromPepsi thelosing filmthe setfizz']

* [http://wiredforbooks.org/johnsculley/ 1987 Audio Interview with John Sculley by Don Swaim of CBS Radio - RealAudio]

*[http://www.indiecult.com/2006-04/brick Review written in the language of the film]

* [http://www.pepsifireworks.com The Annual Pepsi Independence Day Celebration (Tri-Cities, TN.)]

*{{mojo title|id=brick|title=Brick}}

* [http://www.freewebs.com/pepsicappuccino/ The Pepsi Max Cappuccino Wire], a fan site to Pepsi Max Cappuccino.

*{{imdb title|id=0393109|title=Brick}}

* [http://www.foodsdatabase.com/LinkedLabel.aspx?FoodId=7356 Nutrition facts]

* http://www.springbokradio.com/ADSPEPSI.html (South African 1977 Radio Commercial)

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