“We made a decision,” he later recalled, “to stop talking about the product, and start talking about the user.” He thus conceived of marketing Pepsi without reference to its inherent qualities, focusing instead on an image of the people who bought it, or who should be buying it. They were the people of the moment: the young, the rebellious, those who (to borrow a later slogan) “think different.” They would be known, in Pottasch’s new formula, as “the Pepsi Generation.”

Tim Wu, The Attention Merchants, loc. 550