Pepsi’s Super Bowl ad pits its own product against Coca-Cola, in a cheeky campaign that shows a polar bear conducting a blind taste test. But is it a touchdown or a 10-yard-line fumble? Ehrenberg-Bass Institute’s senior marketing scientist Cathy Nguyen ran a multi-market study to discover how well comparative ads work at evoking the correct brand in viewers’ minds.
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Pour decisions: When comparative ads fill the wrong cup
