The ongoing conflict between two mega cola companies is known to all. All carbonated bev- erages generally lie under the flagship of two champs in this field, Coca Cola Company and PepsiCo. The brand conflict has furthered to a great extent. The lust to dominate does not extend to supermarkets alone. The turmoil extends from control over restaurants supply of colas to suppliers to big countries. The rivalry is for global control. This long battle to sweep the global market has lasted for decades. It seems as legendary as the conflict of good and evil. But the choice depends on consumers' taste buds. The consumer taste criteria adjudge what is 'good' and what is the 'evil'. Both Coca cola and PepsiCo leave no stone unturned. They go to the extent of deterring the rival company on URLs and through commercials. Despite all the convulsive episodes, and both companies claiming the ball to be in their court, the con- sumer i.e. the jury is still undecided who rules the market.