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.
North Carolina
North Carolina confirms 5th measles case as South Carolina’s outbreak surges
BUNCOMBE COUNTY, N.C. (WLOS) — As of Friday, Jan. 9, there are a total of 310 measles cases in South Carolina, mostly in Spartanburg County, including 99 new cases since Tuesday, according to S.C. health officials.
North Carolina is also dealing with measles, with a case recently confirmed on Friday in Rutherford County. This raises the state’s total to five cases since late December, according to the North Carolina Department of Health and Human Services (NCDHHS).
While the number of measles cases in western North Carolina is in single digits, health officials are warning the public about just how quickly and easily it can spread, along with several other illnesses.
Health officials continue to remain focused on stopping it from spreading.
NEW MEASLES CASE CONFIRMED IN RUTHERFORD COUNTY; 5TH CASE IN NORTH CAROLINA SINCE DECEMBER
“Currently, we do not have a community spread of measles in Buncombe County. The cases that we’ve had have been connected to the South Carolina outbreak that is right across the state line,” said Buncombe County Public Health Director Dr. Ellis Matheson.
The measles case in Polk County, confirmed on Dec. 31, 2025, was the first in N.C. believed to be linked to the S.C. outbreak, after an unvaccinated child traveled to Spartanburg County, as News 13 previously reported. The next three WNC measles occurrences, which NCDHHS announced on Jan. 6, were siblings in Buncombe County who also traveled to Spartanburg County.
Measles continues to be an issue in North Carolina.
In Friday’s case update, Matheson said if you feel like you’ve been exposed and are already experiencing symptoms, let the clinic or hospital know before coming in.
“Please call ahead so that we can really reduce any potential exposures to possible measles,” Matheson said.
If you haven’t been vaccinated but have been exposed, Dr. Matheson added that even if you aren’t experiencing symptoms, you’re being asked to quarantine for 21 days from the date of exposure.
NC HEALTH OFFICIALS URGE VACCINES AMID MEASLES AND RESPIRATORY ILLNESS SURGE
She’s also encouraging those who were exposed to measles on January 4 between 2 a.m. and 6:30 a.m. at Mission Hospital’s Emergency Department waiting room to contact them right away.
“We are in general seeing community spread of both varicella and whooping cough,” Matheson said.
As for chickenpox, outbreaks have not spread to additional schools, but community spread has continued, including an outbreak at Fairview Elementary School, which is why she’s encouraging everyone to take steps in prevention.
“So once again, I would just strongly encourage that people are making sure that they are up to date on recommended vaccines for everything that we have vaccines for,” Matheson said.
Buncombe County health officials are holding free vaccine clinics every week. For more information or if you want to book ahead, call (828) 250-6100.
North Carolina
North Carolina, Bill Belichick officially name Bobby Petrino offensive coordinator
Should the CFP committee rethink the playoff schedule format?
Extended breaks and logistical challenges have reopened questions about whether the College Football Playoff committee should adjust the playoff schedule format.
Bill Belichick is adding an experienced offensive coordinator to his coaching staff at North Carolina football for the 2026 college football season.
On Friday, Jan. 9, the Tar Heels announced the hiring of Bobby Petrino as the offensive coordinator. Petrino spent the last two seasons with Arkansas as the offensive coordinator and was promoted to interim head coach following the firing of Sam Pittman.
Belichick and the Tar Heels opted to part ways with former offensive coordinator Freddie Kitchens on Dec. 12, after one season.
“We are fortunate to add an elite coaching talent in Bobby to our staff,” Belichick said in a statement. “He brings an extensive background and a proven record of success on offense at every level of football. Bobby has consistently built great offenses everywhere he has been, and we look forward to having him work with our program.”
UNC finished 2025 as one of the worst offenses in college football. Out of 136 FBS teams, the Tar Heels finished No. 131 in total offense and No. 121 in scoring offense (19.3).
Petrino brings previous head coaching experience to Belichick’s staff, with stops at Louisville (2003-06), the Atlanta Falcons (2007), Arkansas (2008-11), Western Kentucky (2013), Louisville (2014-18) and Missouri State (2020-22).
With the Cardinals, Petrino coached 2016 Heisman Trophy winner and two-time ACC Player of the Year Lamar Jackson. Last season, the Razorbacks ranked 19th nationally in total offense with 454.8 yards per game.
“I’m extremely excited to join Coach Belichick and the Carolina football program,” Petrino said. “This is an incredible opportunity to work with one of the best at a storied institution. I cannot wait to get started in Chapel Hill alongside this coaching staff and student-athletes.”
North Carolina
North Carolina Democrats, Republicans share takes on deadly ICE shooting in Minneapolis
RALEIGH, N.C. (WNCN) — North Carolina political leaders disagree heavily on what happened during a deadly-ICE involved shooting in Minnesota and what should happen next.
Several videos immediately circulated depicting the moment when Renee Good was shot in her vehicle by an ICE agent. Democrats and Republicans dispute what the video actually shows.
“I’m horrified and I’m disgusted,” Democratic state Sen. Sophia Chitlik said.
Chitlik represents Durham where immigration enforcement agents had a large presence a few weeks ago. She stated the video shows why she and some of her constituents don’t want the agents back.
“Get out,” she said. “We do not want ICE and CBP in our community. Not only do citizens and constituents not want them here, law enforcement doesn’t want them here. Our sheriff’s office, our police department, is very focused on keeping people safe, which is why crime is down. We manage public safety here.”
Matt Mercer, the communications director for the North Carolina Republican Party, stated the video shows the ICE agent acting in self-defense.
“I think what you see is the video speaks for itself,” Mercer said. “You had a federal agent acting in self-defense after potentially being rammed by someone in a vehicle, which is unfortunate. You just hate to see what happened.”
Chitlik disputes the notion that the ICE agent acted in self-defense, saying, “It’s not true. The video shows that it’s not true. [Good] was trying to back up, not move forward, trying to leave the situation. They aggressively pursued her.”
Republicans continue to back the federal agents in Minnesota and across the country, arguing it’s what millions of Americans voted for.
“It’s already shown a lot of progress,” Mercer said. “You’ve had over two million illegals deported or self-deported from our country, which is exactly what President [Donald] Trump campaigned on.”
Some Democrats say immigration enforcement agents don’t make communities safer and instead incite violence fear.
“ICE is not here to keep us safe,” Chitlik said. “ICE is here to police us. ICE is here as an agent of fascism in our cities. They are not welcome here.”
Republicans say the immigration agents aren’t the ones raising tensions.
“Anytime you see people using an iPhone app and saying there’s ICE [in the area], it’s intentionally provoking and stoking tensions,” Mercer said. “You’d like to see people using their right to protest in a way that’s not obstructing the mission these hardworking officers are doing every day.”
CBS 17 has not heard of any plans for the immigration agents to return to North Carolina.
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