In the 80’s, Pepsi was gaining quickly on Coca Cola with the Pepsi challenge: having tasters blindly tasting Pepsi versus Coke and choosing which one they liked better. Pepsi won a majority of these. But over the decades, it turns out that consumer preference for a sip of each didn’t necessarily translate over an entire can, or an entire case of cans. When asked to drink 12-20 ounces (350 to 600 ml) of the soft drink, regularly, people behaved differently than what they did for a 2 ounce (60 ml) taste.