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<!DOCTYPE html>    <html class="">  <head> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge"/> <meta name="msapplication-config" content="none"/> <title>How Coke and Pepsi Are Using Social Media to Build Their ‘Trust Banks’</title> <link rel="canonical" href="https://hbr.org/2010/05/how-coke-and-pepsi-are-using-s"/> <meta name="item-id" content="tag:blogs.harvardbusiness.org,2007-03-31:4.7418"/> <meta property="og:type" content="article"/> <meta property="article:section" content="Social media"/> <meta name="twitter:site" content="@harvardbiz"/> <meta name="item-name" content="How Coke and Pepsi Are Using Social Media to Build Their ‘Trust Banks’"/> <meta name="page-category-name" content="Social media"/> <meta name="description" content="Coke and Pepsi are very active in social media, and I think their hard work is helping to build up a bank of trust with their audiences. As has been widely reported, Pepsi decided not to use its Super Bowl ad budget to try to create a set of iconic commercials. Instead, it used it […]"/> <meta property="article:publisher" content="https://www.facebook.com/HBR"/> <meta property="article:modified_time" content="2014-07-23T16:27:45Z"/> <meta property="og:image" content="https://hbr.org/resources/images/hbr_opengraph_940x490.png"/> <meta name="apple-itunes-app" content="app-id=1445571382, app-argument=https://hbr.org"/> <meta name="twitter:card" content="summary_large_image"/> <meta property="article:published_time" content="2010-05-28T13:01:40Z"/> <meta property="og:url" content="https://hbr.org/2010/05/how-coke-and-pepsi-are-using-s"/> <meta property="article:tag" content="Social media"/> <meta property="article:tag" content="Customer experience"/> <meta property="article:tag" content="Marketing"/> <meta name="twitter:image" content="https://hbr.org/resources/images/hbr_opengraph_940x490.png"/> <meta property="og:description" content="Coke and Pepsi are very active in social media, and I think their hard work is helping to build up a bank of trust with their audiences. As has been widely reported, Pepsi decided not to use its Super Bowl ad budget to try to create a set of iconic commercials. Instead, it used it […]"/> <meta name="twitter:creator" content="@harvardbiz"/> <meta name="article-content-type" content="Digital Article"/> <meta property="og:site_name" content="Harvard Business Review"/> <meta name="viewport" content="initial-scale=1,width=device-width"/> <meta name="page-category-id" content="391843"/> <meta name="uid" content="0F9C64C1543D162F20B7F7BD3AB27A1C"/> <meta name="shopper-attributes" content="state:guest"/> <meta property="og:title" content="How Coke and Pepsi Are Using Social Media to Build Their ‘Trust Banks’"/> <meta name="page-type" content="ITEM"/> <meta name="page-id" content="300"/> <meta name="ox-group" content="537063787"/> <meta name="robots" content="max-image-preview:large">  <script type="text/javascript"> ;window.NREUM||(NREUM={});NREUM.init={distributed_tracing:{enabled:true},privacy:{cookies_enabled:true}}; ;NREUM.loader_config={accountID:"858143",trustKey:"858143",agentID:"16887721",licenseKey:"e93df31780",applicationID:"8171118"}; ;NREUM.info={beacon:"bam.nr-data.net",errorBeacon:"bam.nr-data.net",licenseKey:"e93df31780",applicationID:"8171118",sa:1}; ;/*! 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As has been widely reported, Pepsi decided not to use its Super Bowl ad budget to try to create a set of iconic commercials. Instead, it used it […] <div class="article-byline "> <span class="by-prefix">by </span> <ul class="article-byline-list"> <li class="article-author"><a href="/search?term=john%20j.%20sviokla">John J. Sviokla</a></li> </ul> </div> </div> </div> <div class="article-byline detached"> <span class="by-prefix">by </span> <ul class="article-byline-list"> <li class="article-author"><a href="/search?term=john%20j.%20sviokla">John J. Sviokla</a></li> </ul> </div> <div class="pub-date"> May 28, 2010 </div> </div> </div> </div> <div class="standard--container"> <div class="article-width-wrapper flexed"> <hero-image > <div class="hero-image-content "> </div> </hero-image> <page-utils class="article-utils--horizontal-topbar hide-small hide-for-print" data-js-target="page-utils" data-id="tag:blogs.harvardbusiness.org,2007-03-31:4.7418" data-title="How Coke and Pepsi Are Using Social Media to Build Their ‘Trust Banks’" data-url="/2010/05/how-coke-and-pepsi-are-using-s" data-topic="Social media" data-authors="John J. Sviokla" data-content-type="Digital Article" data-content-image="" data-summary="<p>Coke and Pepsi are very active in social media, and I think their hard work is helping to build up a bank of trust with their audiences. As has been widely reported, Pepsi decided not to use its Super Bowl ad budget to try to create a set of iconic commercials. 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Sviokla" data-content-type="Digital Article" data-content-image="" data-summary="<p>Coke and Pepsi are very active in social media, and I think their hard work is helping to build up a bank of trust with their audiences. As has been widely reported, Pepsi decided not to use its Super Bowl ad budget to try to create a set of iconic commercials. Instead, it used it […]</p> "> <ul> <li class="twitter-icon"> <a href="http://twitter.com/HarvardBiz" target="_blank" rel="noopener noreferrer" js-target="twitter-share"> <i class="updated-twitter-x-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-twitter-x-icon"></use></svg> </i> <div class="utility--icon-label">Post</div> </a> </li> <li class="facebook-icon"> <a href="http://www.facebook.com/HBR" target="_blank" rel="noopener noreferrer" js-target="facebook-share"> <i class="updated-facebook-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-facebook-icon"></use></svg> </i> <div class="utility--icon-label">Post</div> </a> </li> <li class="linkedin-icon"> <a href="https://www.linkedin.com/company/harvard-business-review?trk=biz-companies-cym" target="_blank" rel="noopener noreferrer" js-target="linkedin-share"> <i class="updated-linkedin-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-linkedin-icon"></use></svg> </i> <div class="utility--icon-label">Share</div> </a> </li> <li class="annotate-icon hide do-not-show" js-target="annotate-icon"> <a js-target="handle-mindstone-click"> <i class="mindstone-icon-black" js-target="mindstone-icon-black"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#mindstone-icon-black"></use></svg> </i> <div class="utility--icon-label">Annotate</div> </a> <li> <a href="#" target="_blank" rel="noopener noreferrer" js-target="save-flyout"> <i class="updated-save-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-save-icon"></use></svg> </i> <div class="utility--icon-label">Save</div> </a> </li> <li class="pdf-download hide-for-non-subscriber"> <a rel="noopener noreferrer" href="#" js-target="pdf-download-link" data-reprint-product-id="H005Q2-PDF-ENG"> <i class="updated-download-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-download-icon"></use></svg> </i> <div class="utility--icon-label">Get PDF</div> </a> </li> <li class="buy-copies"> <a target="_blank" rel="noopener noreferrer" href="/product/how-coke-and-pepsi-are-using-social-media-to-build-their-trust-banks/H005Q2-PDF-ENG" js-target="buy-reprint-link" data-reprint-product-id="H005Q2-PDF-ENG"> <i class="updated-buy-copies-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-buy-copies-icon"></use></svg> </i> <div class="utility--icon-label">Buy Copies</div> </a> </li> <li class="print-page"> <a href="javascript:window.print();" js-target="print-article"> <i class="updated-print-icon"> <svg class="" alt="" aria-labelledby="title"> <title></title> <use xlink:href="/resources/css/images/hbr-icons.svg#updated-print-icon"></use></svg> </i> <div class="utility--icon-label">Print</div> </a> </li> </ul> </page-utils> </div> <content js-target="article-content" data-key="245POfjk/d6rxZWpNMJzogYO9PfYeH7NOkM+jpnc/0N0hwQwfwcZtu+yO1yhiQ8r" data-index="BM5l29iJY6Ee+8B2yfNlrdgbvN4VLOJhHh/T44P8lW5jBbqv0rJ976Cnea9cB91a" data-waiver="false" data-page-year="2010" data-page-month="05" data-page-seo-title="how-coke-and-pepsi-are-using-s" data-page-adUnit-locations="" data-page-slug="article" data-piano-verified="false" > <p>Coke and Pepsi are very active in social media, and I think their hard work is helping to build up a bank of trust with their audiences.</p> </content>  </div> </div> <div class="right-rail--container"> <div class="right-rail--inner"> <div class="hide-for-article-small hide-for-print right-rail-ads"> <div id="DFP_TITLE_pos2"> <script type="text/javascript"> if (isAdobeSync()) googletag.cmd.push(function() { googletag.display("DFP_TITLE_pos2"); 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