... element to the product, branding put the 19th-century shoppers’ minds at rest. They may have once placed their trust in their friendly shopkeeper, but now they could place it in the brands them-selves, ... as the drink of youth’ Pepsi managed to narrow the gap. In the 1970s, Coke’s chief rival raised the stakes even further by intro-ducing the Pepsi Challenge – testing consumers blind on the ... product, while their parents lay snoring contentedly in bed. However, the packaging of the product was far from child-friendly, and if they left their kids to help themselves, the parents would...