[speff]

It is still a pricing competition. Sure Coke costs more, but they're also riding on their brand recognition to bump up their perceived value. No amount of brand loyalty would save them if they had to undergo the price jump that comes with a massive logistics change of switching off of plastic without a proven alternative.

It might cost a buck more per 6pack for Coke right now - but people aren't going to get it if it costs 2-3x more than Pepsi.

[conductr]

Not sure if that's true. Soda has tripled in the last few years mostly just due to corp greed and realizing people are very stuck (addicted?) to their preferred flavors. Pepsi and Coke are competitors but not substitutes.

https://www.reuters.com/business/retail-consumer/coca-cola-s...

https://www.vox.com/money/23979340/diet-coke-price-coca-cola...