(More on the subject of packaging and costumes…)
The photograph above shows a Pepsi can with what, at first glance, appears to be a Coca-Cola cape. (Cola-Coca?)
It garnered much more attention as on online ad, with Ads of the World declaring it “One of the most successful ads of all time on social media.”
If you search online for this image, there is also another story — a bit of a false narrative — surrounding the ad.
The Cola Caption War
Reminiscent of the New Yorker cartoon caption contest, there was an alternate version of this ad made in which the identical photograph was simply given a different caption—”Everybody wants to be a hero!” thereby turning an ad for Pepsi into an ad for Coke.
The alternate caption version was not created by Coca-Cola, but by a user on 9Gag.
… 9GAG utilizes user-generated memes that are shared with the entire 9GAG community. While memes have different categories, they are typically displayed as humorous images, or comic strips, with captions conveying certain messages.
Wikipedia’s entry on 9Gag