Coke and Pepsi want to shake their Big Gulp image and cultivate a more hipster appeal.
The two soda giants are trying to rehabilitate soda's cheap image and fetch higher prices as Americans keep cutting back on sugary fizz.
That means more stylized cans and bottles of Coke and the expansion of Mexican Coke, which is sweetened with sugar instead of high-fructose corn syrup. Pepsi is pushing "craft sodas" and even plans to open an eatery "honoring the kola nut" in New York City in the spring.
A press release for Pepsi's Kola House last month was peppered with marketing buzzwords, and said the lounge would have a "resident cocktail curator" and...