We believe integrating the bottlers business into its own business and leveraging its strong brand image in carbonated soft drink market, Coca-Cola will be able to increase its revenues from national and international operations.

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But in the 1980s, carbonated soft drinks overtook tap as the most popular drink, with Coca-Cola and PepsiCo putting their marketing muscle behind their colas with celebrity endorsements from the likes of pop star Michael Jackson and comedian Bill Cosby.

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"Pepsi has the leading market share in the U.S. in sports drinks, ready-to-drink coffee, bottled water, juice drinks, ready-to-drink teas and the number two position in carbonated soft drinks, " notes Stack.

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