North Carolina
Reclaiming Pepsi: North Carolina should own this opportunity for tourism, heritage, pride
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 North Carolina 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.
Greg drinks three to four cans of Diet Pepsi per day and likes to pontificate
on what is in his direct line of vision.
(WLOS) — North Carolina has approved film and entertainment grants for two television series and an independent feature-length film.
According to a release from Gov. Josh Stein, this is expected to create nearly 5,000 jobs and spend more than $113 million during production.
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The productions include season two of “The Hunting Wives,” approved for an award of up to $15 million, filming around Lake Norman and Charlotte, and the new series “RJ Decker” in New Hanover County, which was approved for an award of up to $11.6 million.
The independent thriller “Widow,” which was approved for an award of up to $1.8 million, also recently completed filming in Davidson, Forsyth, Stokes, and Yadkin counties.
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“We are excited to have these new productions in North Carolina creating 4,900 jobs for our state’s crew and film-friendly businesses,” Stein said in the release. “North Carolina remains a top state for film, and these grants enable us to continue our strong tradition of TV and film production excellence.”
Additionally, the romantic comedy film “Merv,” which was filmed in New Hanover County and received a North Carolina Film grant, released on Amazon’s Prime Video on Dec. 10.
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Other productions that were recently filmed in North Carolina include the films “Christy” and “Roofman,” as well as the popular series “The Summer I Turned Pretty.”
“These productions bring direct economic benefits and also raise the state’s visibility among audiences, leading to increased tourist activity and visitor spending over time,” said North Carolina Commerce Secretary Lee Lilley.
North Carolina coach Bill Belichick has fired offensive coordinator Freddie Kitchens and special-teams coordinator Mike Priefer.
“We want to thank Coach Kitchens and Coach Priefer for their commitment and many contributions to our program and student-athletes,” Belichick said in a statement, per ESPN. “We wish them both nothing but the best in their future endeavors.”
Kitchens, the former Alabama quarterback and head coach of the Browns in 2019, was the Tar Heels’ interim coach in 2024.
Belichick brought Priefer to UNC after two decades in the NFL, and two years out of football.
Under Kitchens, North Carolina’s offense ranked 119th in scoring (19.3 PPG) and 129th in total offense (288.8 YPG).
The Tar Heels finished 4-8 overall and 2-6 in the ACC.
Kitchens won Alabama’s Mr. Football honor in 1992 as the quarterback at Etowah High School.
Kitchens shared the quarterback duties at Alabama with Brian Burgdorf in 1995 before taking over full-time under center for the Crimson Tide in the 1996 and 1997 seasons.
After three more college stops, Kitchens entered the NFL as the Dallas Cowboys’ tight-ends coach in 2006 and stayed in the league for the next 17 seasons, including as Cleveland’s head coach in 2019, when the Browns went 6-10.
North Carolina
Ex-senator’s wife, 75, found escaped inmate cowering in the backseat of her car: ‘I was shaking like a leaf’
The 75-year-old wife of a former Republican North Carolina senator had a frightening start to her week when she discovered an escaped inmate hiding in the backseat of her car, according to local reports.
Marie Steinburg, married to ex-State Senator Bob Steinberg, left her Edenton home for work around 7:30 a.m. Monday when she unlocked her Honda Civic and found 23-year-old accused thief Charles Babb cowering in the backseat, with a blanket wrapped around his orange prison jumpsuit.
“I headed out the door, and I clicked the unlock, and it must have scared the guy, because the next thing I know, I saw something moving in my backseat,” the startled senior said, WTKR reported.
“I kept backing up little by little by little because I thought, I don’t know what this man is going to do.”
Babb — who police said escaped from the Chowan County Detention Center Sunday night — then jumped out the car.
While residents were urged to lock their doors and windows, stay inside, and avoid interacting with the armed and dangerous fugitive, Steinburg said she remained calm and began talking to him.
“I figured if I was nice to him, he’d be nice to me,” she said, WAVY reported.
“I just figured that was the thing to do because I didn’t know if he was really dangerous,” Steinburg explained, adding that “he kept saying, ‘I’m sorry, I’m sorry, I’m sorry. I’m so cold.’ And, you know, I was startled and I know he was too. And I said, “Well, hey, let me go in and get you a coat.’”
Steinburg said Babb then turned and raced down the driveway — reportedly leaving behind his prison sandals and a face mask — as she ran inside, called out to her husband, and dialed 911.
“I got in as fast as I could,” she recalled, according to WTKR.
“I was shaking like a leaf, and I could barely get the key in the lock, but I did.”
The Edenton Police Department apprehended the convict nearby shortly thereafter.
Police did not give details on how Babb escaped jail, other than to say he used a make-shift edged weapon. He was being held on felony breaking and entering and larceny charges before his breakout, according to the Daily Advance.
Her husband, who advocated for prison reform during his 10 years in office, praised his wife for how she handled the terrifying situation, believing a higher power was looking out for them.
The couple added that they will never forget to lock their car doors again.
“Oh let me tell you, if I don’t, [my husband] is gonna,” a relieved Steinberg said.
“It’s one of those things that we learned.”
The Chowan County Sheriff’s Office has since launched an investigation into Babb’s jailbreak.
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