People Don't Buy Products, They Buy Better Versions of Themselves.
Alice Clearwater

The year was 1957, and Pepsi - like many of the youth at that time - was dealing with an identity crisis. Despite efforts from marketers, Pepsi was being outsold by its biggest competitor and perpetual market leader - Coke - by a factor just shy of six to one, even as it was selling at half of Coke's price.