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.