I dimly recall 30+ years ago some inkling Coke was losing it and Pepsi would take over. This is aside from the New Coke "fiasco/brilliant marketing stroke", though "New Coke" was the result of this ebb. New Coke did better in blind taste tests, so Coke went with it. I suspect Pepsi today probably wins blind taste tests.
Our marketing people claimed that if they stopped advertising, our major brands would lose share rapidly and become nonmajor brands, much faster than I would have expected. For me, it's a simple argument as to how susceptible we are to propaganda. Some brand is on TV a lot, we tend to assume it's a good brand. And some of the private label brands you may try are pretty clearly inferior. But whether you use Tide or All or Kirkland brand detergent, I suspect you can't tell a difference. The perfume might be a major factor, not the cleaning.
The Kirkland brands are nearly all very good IMHO, including wines.
