Image: detail of a Pepsi-Cola brochure from http://www.vintagevending.com/pepsi-cola-brochure-at-retroplanet .
In 1939 Pepsi-Cola began using the “Twice as Much for a Nickel” slogan.*
“Walter S. Mack… used a court fight and an incessant radio jingle to transform the little-known Pepsi-Cola Co. into one of the nation’s two largest-selling soft-drink makers…
“Mack became Pepsi’s president in 1938, when the company was spun off from a New York candy maker, Loft’s Inc. At that time, Pepsi was selling a syrup developed by a North Carolina druggist at the turn of the century. But Pepsi made little headway against Coca-Cola until Mack took away Coke’s control of the name “cola” in a historic court battle.”
Excerpts from the 1990 obituary of Mack in the Los Angeles Times newspaper: http://articles.latimes.com/1990-03-19/news/mn-579_1_pepsi-syrup .
An article about a Pepsi-Cola bottler promising to open in Santa Ana appeared in the Santa Ana Register newspaper on September 16, 1939.
* from https://www.slideshare.net/christinaamalan/pepsi-advertising-strategy . Click on the link to learn more about the company’s advertising strategy.