So why include these ads, then? Simply to raise further awareness of the Coke brand name, or to establish further corporate identity? I'm not sure I buy it. That argument suggests that there's some sort of tally in your brain kept by your precious neurons, tracking how many times you've seen Coke ads versus Pepsi ads, and if you rack up enough Pepsi notches, or if you learn enough about Pepsi's corporate "personality", then you'll automatically switch your beverage choice from Coke to Pepsi. To me, that sounds like a gross underestimation of the relationship between consumer and product. People make decisions based on information, not mental scorecards.