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soda wars

Simon Cowell Reportedly Prefers Pepsi to Coke

There's a $50 million to $100 million auction going on right now between Coca-Cola and Pepsi for sponsorship of Simon Cowell's American version of X Factor, according to Deadline's Nikki Finke. Coke, of course, has been a longtime sponsor of American Idol, having gotten in on the ground floor for $10 million, a bargain for the amount of Coke hydration that show's featured. So, it makes sense that Coke would sponsor X Factor, and the brand is reportedly even offering more money than Pepsi. And yet, "Sources say Cowell et al think Pepsi would make a better fit." One possible reason is that Pepsi would rebrand X-Factor outside of Idol's shadow. But also, it's just bubblier. [Deadline]