From the bloggers at Medium:
In 1963, Pepsi hired a young advertising executive named Alan Pottasch to address the issue of Pepsi’s brand ethos. It was indecisive and directionless — a fragmented shell of what it would need to become to take on Coke.
Pottasch’s task was, to put it gently, difficult. He was to reinvigorate a brand competing against one of the most successful of all time, a product that not only outclassed Pepsi in every consumer-driven category, but was also — chemically — nearly identical.
So, Pottasch made a decision that would later become iconic — as he put it, “…to stop talking about the product, and start talking about the user.” The Pepsi Generation was born.
The full story can be found at Medium.com.