This paper outlines the development of Pepsi Cola from its discovery in 1893 by Caleb Bradham, a young pharmacist from North
Carolina to the multi million corporation it is today. It examines its advertising techniques over the years beginning with the very first advertisements and moving on to the
different campaigns used through the 70s, 80s, 90s and today, evaluating different marketing campaigns, their effectiveness and how they impacted the wider marketplace. It looks at how Pepsi's branding strategy includes maintaining the brand equity and upholding the positive associations that are often linked with the Pepsi brand name such as youth, love, joy, and excitement and how Pepsi constantly tries to reinvent itself and invent new products and ideas.