The inside story of the business war that shook the soft-drink industry--the battle between Coca-Cola and Pepsi. Roger Enrico, the president of the Pepsi-Cola Company, attributes the beginning of the battle to the "Pepsi Challenge," an advertising campaign by Coca-Cola's chief rival featuring comparison tests in which consumers expressed a preference for the taste of Pepsi over Coke. The Coca-Cola Company responded with New Coke, which was a marketing...