It must have been April 2013 when I suddenly noticed a new cola drink to be omnipresent in Thailand: EST cola. All food courts, restaurants and supermarkets not only carried this cola drink, but displayed and promoted it prominently. When I asked a few Thai friends, they said that it was the new name for Pepsi Cola in Thailand. Seemed plausible, the colors were exactly the same and I no langer spotted Pepsi on the shelves. But than I tasted EST (awful, btw, in my personal opinion) and saw Pepsi re-emerge. So maybe no new name after all. It slipped my mind for a while, but yesterday I got curious again and did some research. Turns out that it is quite the marketing story. One I really respect.