> Historically, Pepsi won taste tests and people chose Coke. Because Pepsi is sweeter, so that first sip tastes better. But it's less satisfying—too sweet—to drink a whole can.

As a Pepsi drinker (Though Pepsi Max/Zero), I disagree with this. That's one interpretation, the other is the one Pepsi was gesturing at - that people prefer Coke when knowing it's Coke, because of branding, but with branding removed, prefer Pepsi.

I personally drank Coke Zero for years, always being "unhappy" when a restaurant only had Pepsi, until one day I realized I was actually enjoying the Pepsi more when not thinking about it, and that the only reason I "preferred" Coke was the brand. So I know that this story can also be true, at least on n=1 examples.