In 1886, Coca-Cola was first formulated and in 1893, Pepsi-Cola was invented. It was during the Great Depression that competition between these two products really began. Pepsi reduced the price of its 12-ounce bottle to 5 cents, which is what Coca-Cola was charging for its 6.5-ounce bottle. At that time, Pepsi was in direct competition with Coca-Cola and advertised to consumers that they also cost "twice as much for a nickel." The most intense competition between the two soft drink companies occurred in the 1975 and 1990s, when Coca-Cola and Pepsi competed for a $66 billion industry. While soft drink consumption steadily increased year over year, Coca-Cola and Pepsi achieved average annual revenue growth of 10%. The production and distribution of soft drinks involved concentrate producers, bottlers, retail channels and suppliers; concentrate producers and bottlers are the largest of these four participants. The biggest costs for a concentrate producer were advertising, promotion, market research and bottler support. The bottling process was capital-intensive and involved high-speed production lines that were only interchangeable for products of similar type and size. The first factor in the success of the soft drink industry began in 1893 with the idea that soft drinks were "a potion for mental disorders". . Simply selling the product without attaching additional value to the customer could have been a total failure for CSDs. Instead, it was marketed as something more than just satisfying thirst. This continued into the 1920s, when Coca-Cola launched a "lifestyle" campaign linking the role Coca-Cola played in the consumer's life. In 1963, Pepsi launched its "Pepsi Generation" campaign targeting the young and the "young at heart." The ability to link a “lifestyle” to the CDD was a major success. Throughout the 1970s, consumption of soft drinks increased and one of the key successes of Coke and Pepsi was their ability to increase the availability of soft drinks and introduce diet and flavored varieties, which allowed to regularly deliver new products to consumers; keeping them very interested in the product. Another key success factor for Coca-Cola and Pepsi bottlers was their decision to offer direct home delivery; route delivery sellers managed the CSD brand in stores by securing shelf space, stacking CSD products, positioning the brand label, and installing end-of-aisle displays. This personal brand management was a key success for both Coke and Pepsi, as well as the soft drinks industry as a whole, because it ensured that each brand was properly managed at the store level..