Much like the "War on Drugs," no one won the Cola Wars.
In 1975 Pepsi started a blind taste test called 'The Pepsi Challenge' the idea was to show folks enjoying Pepsi far more than Coca-Cola, and thus steal Coke's customers.
Coke abandoned its peaceful methods of attracting customers, like teaching folks to sing about the unifying joys of sweet soda, and started to play on our patriotism.
Thus a massive escalation began, and the Cola Wars destroyed society. Many commercials were flighted, many lives were destroyed, and teeth. Those sugary drinks are bad for your teeth!
Now look where we are: