10:11am
By Greg Behr
When you think of Atlanta, you think of Coca-Cola. That’s no accident. It’s the result of decades of intentional branding, public-private partnerships, and civic pride. The city and state of Georgia have embraced Coca-Cola not only as a beloved beverage brand but as a cultural institution — a symbol of homegrown success and global impact. From the World of Coca-Cola museum to airport signage and Olympic sponsorships, Atlanta has wrapped itself in Coke’s signature red, and in doing so, amplified its place in the world.
Now consider this: Pepsi was invented right here in North Carolina. In 1898, a New Bern pharmacist named Caleb Bradham created what would become one of the most iconic brands on the planet. Today, Pepsi is worth billions and recognized in virtually every country. And yet, in North Carolina — its birthplace — there is virtually no statewide pride, promotion, or presence tied to the brand.
It’s a branding failure. And more importantly, it’s a missed economic and cultural opportunity.
As someone who works in event sponsorships and marketing, I can tell you that Coca-Cola is just as much, if not more prevalent, at North Carolina events as Pepsi.
Pepsi may now be headquartered in New York, but its origin story belongs to us. That should mean something — not only for heritage’s sake, but for our state’s economic development, tourism, and cultural storytelling. Unfortunately, North Carolina has largely ignored this legacy. The result is a Pepsi-shaped hole in our state’s identity, and a marketing opportunity that remains shockingly untapped.
To its credit, Pepsi did make a gesture toward its roots with the Born in the Carolinas campaign — a nostalgic, regionally targeted effort that included branding and packaging. But the campaign was limited to North and South Carolina, and in doing so, failed to capture the singular pride North Carolina could—and should—claim. Ask any proud North Carolinian (or South Carolinian, for that matter), and they’ll tell you: “The Carolinas” is not a place. It’s a compromise. A diluted idea that softened what could have been a bold and lasting branding moment for our state alone.
The contrast with Georgia couldn’t be clearer. Coca-Cola and Georgia have created a virtuous cycle: Coke promotes Atlanta, and Georgia reinforces Coca-Cola as an inextricable part of its story. This synergy has made Coke more than a brand; it’s a badge of regional pride and a magnet for tourism dollars. It’s proof that when a state leans into the brands that helped shape it, everyone benefits.
North Carolina could — and should — do the same.
Imagine a revitalized Pepsi Experience in New Bern that serves as both a historical exhibit and an interactive brand destination, drawing tens of thousands of visitors each year. Imagine if Pepsi’s North Carolina roots were prominently celebrated at major events like the State Fair, Charlotte’s Speed Street, college football games, or even Dreamville Festival. Think of the impact if our state’s tourism materials embraced the Pepsi story as a symbol of local innovation and global reach.
This is more than a nostalgic exercise. Place-based branding like this works. It deepens civic pride, drives economic activity, and positions cities and states as dynamic, relevant, and globally connected. It tells young entrepreneurs and creative thinkers: “If Pepsi could start in New Bern, what can you build here?”
And there’s reason to believe Pepsi might be open to that conversation. The brand has, in recent years, leaned into legacy campaigns and origin stories. There’s an appetite for authenticity in today’s market, and nothing is more authentic than an international success story born in a small Southern town.
North Carolina’s tourism, economic development, and cultural organizations should see this as a call to action. It’s time to stop overlooking one of the most powerful brand stories in our state’s history and start building around it. Pepsi’s roots in New Bern are not just trivia — they’re a branding asset, a marketing engine, and a cultural anchor waiting to be embraced.
We may not be Pepsi’s corporate headquarters. But we are its birthplace — and that distinction holds tremendous potential.
So let’s follow Georgia’s lead. Let’s treat Pepsi like the North Carolina icon it truly is. The question isn’t whether we can reclaim that story. The question is: why haven’t we already?
Greg Behr is the Senior Director of PR and Strategic Communications at Brasco ///, an integrated marketing company based in Raleigh, NC. Greg drinks three to four cans of Diet Pepsi per day and likes to pontificate on what he stares at every day.