Pepsi 19851/19/2024 ![]() Pepsi creates two popular cartoon characters, Pete and Pop, for its print and in-store advertising. The first manufacturer in Canada to use skywriting for promotion, Pepsi delights lunchtime crowds from Winnipeg to Montreal. Hot Pepsi with lemon is touted as a ready-sweetened coffee and tea substitute, and Pepsi-Cola, ‘the temperate drink,’ is advertised as an alternative to alcoholic beverages. Rationing and shortages lead to innovation. The Voice Record, a small white disc carrying the Pepsi logo, enables servicemen to record messages to send home, along with a letter on Pepsi joins the war effort through its company magazine, Pepsi-Cola World, gift boxes for the troops and its Voice Records program. An instant pop hit, ‘Pepsi-Cola Hits the Spot’ is played on jukeboxes, in concerts and at ball games. The first musical commercial hits the airwaves. Pepsi is now ready for international expansion under its new export department. This decision settles the Canadian dispute and prevents similar action in other countries. Coke takes the fight to the Privy Council, which three years later finds in favour of Pepsi-Cola. It’s a major expansion for the company and a showcase for its new international division. Pepsi-Cola opens its second Montreal plant. Pepsi launches a Supreme Court appeal so bottlers can continue doing business while awaiting the result. Coke’s lawyers immediately send cease and desist letters to all Pepsi bottlers. Pepsi’s response was to find evidence that ‘cola’ was a generic term well within the public domain. Coca-Cola of Canada files a lawsuit claiming that the name Pepsi-Cola is an infringement of Coke’s trademark. Bottlers are encouraged to recommend Pepsi-Cola as a mix with rum, whiskey and gin. The end of Prohibition north of the border opens up new opportunities. By 1939, Pepsi-Cola has attracted 90 bottlers and is bottled in every province. ![]() Pepsi develops a network of local and regional franchised bottlers to facilitate national distribution in Canada. The first bottle of Pepsi-Cola comes off the line on June 12. ![]() Pepsi-Cola Company of Canada establishes its headquarters and first production facility in a small building in Montreal, which at that time was the country’s largest city and business centre. ![]()
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