It's not just Coke vs. Pepsi anymore: Diet Coke's sales beat out Pepsi’s for the first time in history last year, crowning it America’s No. 2 soda, the Wall Street Journal reports. In 2009, both Diet Coke and Pepsi held just under 10% of the market. But while cola sales have dropped in the past decade, PepsiCo has lost more market share, prompting a marketing overhaul.
That has included backing the Refresh Project, a charitable project that has handed out $20 million “for refreshing ideas that change the world,” and pulling its Super Bowl ads. Diet Coke, meanwhile, has stuck with traditional advertising like the Super Bowl and Oscars. Pepsi plans more traditional advertising this year.