Though the two soda giants have been global rivals for decades, the Arab world until recently was almost exclusively Pepsi territory. For almost 25 years, Coca-Cola was boycotted in many Arab countries over its alleged support for Israel. It started selling again in the Middle East in 1990 and has built its market share to about 35 percent, said Ahmed Rady, the company's Bahrain-based Middle East marketing manager.
"Coca-Cola has finally found its ground here," Rady said. "What's beautiful about this part of the world is its thriving youth, and we are here to get these young people closer to their passions.