At one time, Pepsi lorded over the soda market in the Philippines, starting in the early 70s, outvoicing Coke in its aggressive advertising. Why, it even managed to persuade the teen superstar Nora Aunor to shift allegiance to Pepsi, after her Coke endorsement!
When Gloria Diaz became the country’s first Miss Universe in 1969, Pepsi quickly snapped her up for product endorsement. Previously, Coke had used former Misses Philippines in print ads like Josephine Estrada and Monina Yllana. This time around, Pepsi was quicker on the draw.
As Diaz’ was winding down her Miss Universe reign, Aurora Pijuan captured yet another world crown in Osaka,Japan—Miss International 1970. Pepsi got her too—running these print ads featuring our international beauties side by side, a rare casting coup that capitalized on our craze for beauty pageants!