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.