UC Berkeley Library

UC Berkeley’s library buildings are open! Learn more.

Using the Library during COVID-19

UC Berkeley’s library buildings are now open. To stay up to date on the Library’s policies and services during the pandemic, visit the Library’s COVID-19 webpage.

Cola Conquest

1998. 50 min. each installment The Big Sell. Coca-Cola, invented by a Civil War veteran, is the most recognized brand name on earth. First sold as a patent tonic, its second owner, Asa Griggs Candler, used mass market advertising to make it America's most popular soft drink. Coca-Cola spawned many imitators, among them Pepsi-Cola. In the 1960's, with its "Pepsi generation" slogan and successful Michael Jackson ad, Pepsi challenges Coke, and the cola wars begin. ; Cola War and Peace. Details the rivalry between Coca-Cola and Pepsi for most of this century. When the American army went to Europe in World War II, Coca-Cola went with it, and became identified with American patriotism. The chairman of Coca-Cola was involved in the presidential campaigns of Dwight Eisenhower, and the chairman of Pepsi in Richard Nixon's. Pepsi enjoyed a monopoly in Russia during the 1970s. With glasnost and the fall of the Berlin Wall, Coke and Pepsi compete as equals for emerging markets worldwide. ; Coca-colonization Reveals the marketing strategies used by Coca-Cola from the 1980's on, as it becomes the No. 1 soft drink in the world, and pursues its goal of becoming the No. 2 beverage. From selling Coca-Cola at a loss in poor countries to sponsorship of the 1996 Olympic Games in Atlanta, it succeeds. But as new markets open to Americanization, there are political consequences, as Guatemala and Burma show. ;