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The Cola Wars: How Pepsi and Coke Are Battling In the Music Space (billboard)
Coca-Cola and PepsiCo, with a combined spend of over half a billion dollars, are the most powerful sponsorship presences in the U.S., and they're battling for dominance in the music space just as they've fought on store shelves. But endorsements alone won't win the war--they want bigger, more meaningful partnerships, from global campaigns to custom labels and more.
Michael Jackson Pepsi Generation