1960, before PepsiCo understood it, it handed over its advertising business to BBDO (Barton-Barton-Durstine and Osborne) advertising company. At that time, Coca-Cola overwhelmed Pepsi with an absolute advantage of 5∶ 1. BBDO Company analyzed the changes of consumer composition and consumer psychology, aimed the fire at the "traditional" image of Coca-Cola, and made various efforts to turn Pepsi into a young people's drink. After four years of brewing, the slogan "Pepsi New Generation" was officially launched and has been used for more than 20 years. 10 years later, when Coca-Cola tried to respond to Pepsi's advertisement to capture the next generation, its advantage with Pepsi had been reduced to 2∶ 1. At this time, BBDO assisted PepsiCo to formulate a further strategy and launched an all-round attack on Coca-Cola, which was called "Pepsi's challenge" by the world. Two of them played very well.

The first beautiful battle was the tasting experiment and the subsequent publicity activities. From 65438 to 0975, Pepsi conducted a tasting experiment in Dallas. Pepsi and Coca-Cola were stripped of their trademarks and engraved with the letters M and Q respectively. The results show that Pepsi is more popular than Coca-Cola. Subsequently, BBDO Company publicized this. In the advertisement, the loyal customers of Coca-Cola chose Pepsi with the letter M, while Coca-Cola with the letter Q was ignored. Advertising has completely achieved the expected purpose of Pepsi and BBDO: to make consumers reconsider their loyalty to the "old" coke and compare it with the "new" coke. Coca-Cola can't do anything about it, except accuse people of being immoral and criticizing people's natural preference for the letter M. As a result, Pepsi's sales soared and the gap with Coca-Cola narrowed to 2∶3.

At the end of 1983, BBDO advertising company hired Michael again for $5 million. 6? 1 Jackson shot two commercials and organized an advertising tour for the Jackson brothers. This hit rock star won the enthusiasm of the younger generation for Pepsi. Only one month after the advertisement was broadcast, the sales of Pepsi soared. According to PepsiCo's own statistics, about 97% of Americans have seen advertisements in the year when the advertisements were broadcast, per capita 12 times.