The History of Pepsi Cola: From Cola Wars to American Advertising Icons
Darrien EousePepsi Cola Competed with the Biggest Brand in the World and Many Say Won the Vintage Advertising Battle
Few rivalries in American advertising shaped the visual landscape quite like Coca-Cola vs. Pepsi-Cola.
And while Coca-Cola may have dominated early soda shop culture, Pepsi built an unmistakable brand identity of its own—one defined by bold signage, evolving design language, and one of the most aggressive marketing battles in history: the Cola Wars.
Pepsi signs tell the story of how a challenger brand used eye-catching porcelain enamel and neon to carve out space in diners, gas stations, grocery stores, and roadside stands across America. Today, collectors prize these signs for their rarity, bold color palettes, and the role they played in one of the greatest advertising battles of the 20th century.
Early Pepsi Advertising: The First Porcelain Signs
The earliest Pepsi-Cola signs were simple, text-forward designs. Unlike Coca-Cola’s script, Pepsi relied on differentiating themselves. One way was to break the rules and change the norms when it came to what was “acceptable” in advertising but it all relied on creating that brand recognition and reputation that we all deep down scribe to. Early signs were often:
- Heavy porcelain enamel on steel
- Designed for soda fountains, apothecaries, and general stores
- Primarily red and blue lettering on white backgrounds
- More regional due to Pepsi’s slower expansion
Because Pepsi nearly collapsed several times in its early years, surviving signs from this era are incredibly scarce, making them highly desirable for collectors.
The Birth of the Red–White–Blue Bottle Cap (1930s–1940s)
If Coke owned red, Pepsi leaned hard into red, white, and blue—a patriotic move that took off during WWII.
The introduction of the Pepsi bottle cap logo forever changed the brand’s signage identity. Porcelain signs from this era typically featured:
- The full crown cap shape
- Clean, modern lettering
- Symmetrical designs that popped from a distance
These signs were mass-distributed to diners, gas stations, and roadside restaurants, giving Pepsi national visibility like never before.
The Cola Wars Begin: 1950s–1970s Roadside Neon
The American mid-century era was the boom of neon advertising, and Pepsi embraced it to stand toe-to-toe with Coke.
Common Pepsi neon sign styles included:
- Die-cut bottle caps with glowing outlines
- Script Pepsi logos encased in porcelain
- Blue neon ring signs for diners and car-hop stands
- Double-sided can signs for roadside advertising
While Coca-Cola often had longer-established supplier relationships, Pepsi pushed creativity, experimenting with:
- Deeper blues
- Stacked logos
- “Refreshingly Different” taglines
- Storefront panel neon signs
This era cemented Pepsi as a cultural force, not just a soda brand.
1960s–1980s: The Modern Pepsi
In the 1960s, Pepsi simplified its visual identity again—flat graphics, sharper lines, and a more modern typeface. This shift produced some of the most recognizable signage ever made:
- Slimmer bottle cap logos
- Blue-dominant color schemes
- Clean white porcelain with red and blue bands
- The early versions of the Pepsi bottle
By the 1980s, Pepsi’s branding was sleek and global, marking the end of the handcrafted American advertising era—but also creating an entire new collectible
Why Vintage Pepsi Signs Are Collectible Today
Collectors view Pepsi signs as:
1. Rarer than Coca-Cola in many eras
Because Pepsi struggled financially in its early decades, fewer signs survived.
2. Visually iconic
The bottle cap motif is instantly recognizable—and perfect for neon.
3. Historically important
The Cola Wars shaped American marketing as we know it.
4. Ideal for garages, diners, and retro
For those who appreciate Americana, and recognize the level of workmanship involved to craft original neon porcelain signs.
Vintage Pepsi signs are more than decoration—they’re a slice of American advertising history preserved and displayed proudly.
