In my case I am sure that I like Coke better because of the packaging and logo design. Red & white with an old-school cursive text focuses my brain on the spicy

In my case I am sure that I like Coke better because of the packaging and logo design. Red & white with an old-school cursive text focuses my brain on the spicy interesting flavors. The smooth blue Pepsi logo with the circular logo makes me focus on the sugar. That, and their various "look how cool and hip we are!" Pepsi ad campaigns over the decades always seemed goofy. They could both stop advertising forever and I would still have those associations for the rest of my life.