Marketers firmly believed, understandably, that since it was a drink they were trying to sell, it must be the taste of the drink which is crucial to buyers! However, as time continued on, more money was spent on marketing Coca-Cola, and the slogans less and less emphasized the taste of Coca-Cola, and more and more emphasized how Coca-Cola was cool. By 1945, in times of war, Coca-Cola's slogan was "Whenever you hear "Have a Coke" 5, You Hear the Voice of America". American pride was cool at the time, and the slogan notably rose Coca-Cola sales above and beyond and sales ever before. By 1965, the slogan, complete with commercials starring cool celebrities of the time such as Nancy Sinatra, Tom Jones, the Supremes, and Connie Francis, the slogan had moved to "Something More Than a Soft Drink" 6. All the while, Pepsi-Cola, in its ads in the early 1900s, emphasized taste through slogans such as "Sparkling, Delicious" and "Refreshing Without Filling" 7. However, as time pressed on, the slogans did too. In the 1960s, Pepsi Bottling Group tried to emphasize that Pepsi-Cola was the drink for those who thought young with the main slogan "Now it's Pepsi, for those who Think Young" 8. By the 1980s, Pepsi had hired everyone from Michael Jackson to Madonna to make the masses think that Pepsi-Cola was the cool drink to buy. As historically illustrated, the importance of taste became less and less domineering to the importance of cool in the selling of soft drinks according to the actual companies, for as time continued, the advertisements altered more and more towards "Our drink is cool!" being the main message conveyed, and the sales of both drinks continued to skyrocket. .
Although historical evidence can clearly convey through slogans that both the Coca-Cola Company and PepsiCo believe that cool is more important than taste to the selling of their given products, how the companies are actually doing in recent times is essential to the understanding of the importance of cool to the sales of both Pepsi-Cola and Coca-Cola.