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Coke vs. Pepsi According to the Independent, researchers have proven that the difference between Coke and Pepsi really is all in your head. Apparently the popularity of Coke's brand image causes people to think Coca Cola itself tastes better, even though it really doesn't taste very different from Pepsi. As the article says: "When asked to taste blind, they showed no preference. However, when the participants were shown company logos before they drank, the Coke label, the more famous of the two, had a dramatic impact: three quarters of the tasters declared they preferred Coke." The Pepsi Taste Test also turns out to be nothing but hot air: "The findings suggest there is no scientific basis for claims made during the Pepsi ad campaign in which testers purportedly chose Pepsi over Coke when they were not told what they were drinking."