Ben Gilbert

Because Pepsi had a similar, or today even still has a similar bottling system, right?

Where they have bottlers outside the company.

It's true.

And they're starting to be thought of a little bit.

I mean, this would happen much more in the 70s and 80s, but they're starting to be thought of a little bit as the soda for your parents, not our soda, the cool new soda.

The most premium ad agency in America.

No way.

Coke runs this first internally?

Is this Things Go Bad or With Coke?

There is one Coke.

You don't want to mess with the one and only Coca-Cola.

They want to dip their toe in the water.

They're not willing to go all in yet.

They're not willing to lend the brand that's been built over the last 80 years to... A fad diet product.

Also, I gotta... Listeners, we'll put a link in the show notes to this.

There is an astonishing ad for Tab.

The entire ad is a man sort of like leering down kind of creepily at this woman practicing tennis in a tennis skirt.

And it's this jolly sort of...

almost haunting jingle.

And the words are, have a shape he can't forget.