Coke reaches the parts that other colas can not reach


As Claymore so eloquently put it: Coke to Pepsi: "Ha! Bite my shiny red ass!"

A new study reveals that Coke takes over parts of the brain that Pepsi can't reach. The experiment was a laboratory controlled version of the Pepsi challenge, tasting blind the subjects had no preference for either cola. However when they were shown the logo's, three quarters of the tasters said they preferred Coke. It doesn't end there though, the researchers found a huge increase in brain activity in the parts of the brain associated with cultural knowledge, memory and self-image.


It is believed to be the first time that brand marketing has been shown to have a direct effect on the brain's capacity to make a choice.

Although the finding seems calculated to delight the marketing industry, it suggests that a handful of iconic brands have a particular hold on the public mind.

I'll never look at a Coke can in the same way again, knowing that it shows up in my the hippocampus and dorsolateral prefrontal cortex. Weird.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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