May 9, 2014
The famous Coke versus Pepsi conflict has raged on for decades across the country on supermarket shelves, in fast food restaurants and even at Hamilton College. Since 2002, the College has supported PepsiCo, but when its most recent contract ends in July, the college will switch over to Coca-Cola products.
In April, the Office of the President’s Senior Staff, which is comprised of notable deans and administrators studied the new proposals offered by both companies. After careful consideration of the options and benefits provided by each brand, they decided “Coke’s offer was more desirable to the College,” according to Director of Auxiliary Services Irene Cornish. With the exception of a few alterations to the campus, she explained that the new contract with Coca-Cola promises the College the “same configuration, same size product [and] no price increase.”
Both brands’ proposals included the usual annual donations to the College, which would go towards marketing, sustainability, and scholarship funds. These donations, as well as free products from the brands, have been and will be used to support campus events,like HamTrek and the Wellness Fair.
Coke specifically offered a better financial package. The Pepsi proposal, though it had many positive features, dictated that a product price increase would occur sooner under its contract that under that with Coca-Cola. This quick increase would require students to spend more money purchasing beverages at vending machines around campus.
Another factor that contributed to the decision was the College’s relationship with its current vending company, Next Generation. Until now, Hamilton has relied upon Next Generation to service Pepsi products on campus. A “new and exciting” component of Hamilton’s partnership with Coca-Cola, according to Cornish, is that the company is offering to provide vending; therefore, the College will not need to enter yet another contract with a vending company, as it did with PepsiCo and Next Generation.
A unique provision in Coke’s proposal involved the contribution of a fountain machine that allows users to create their own, custom soft drinks. Because this is a different type of fountain machine than those that are already in the dining halls across campus, the College is working with Bon Appétit to determine whether such a machine can be rented. If procured, the new fountain machine will be located in the Howard Diner.
How will these changes affect the student body? According to a survey conducted by The Spectator, 78 percent of the 346 student-respondents favor Coke over Pepsi. However, it is important to note that Coca-Cola and PepsiCo encompass a variety of sub-brands. Pepsico, for example, produces Gatorade, Mountain Dew, Tropicana, Lipton, Aquafina and Sierra Mist. Due to the College’s transfer to Coca-Cola and the exclusivity its contract entails, vending machines around campus and athletic and college events will instead provide the brand’s respective alternatives to these particular beverages, such as Powerade, Mello Yello, Minute Maid, Honest Tea, Dasani and Sprite.
“You won’t have Mountain Dew anymore…Probably the one that may be missed by some students,” Cornish added. “That’s probably the only downside.”
The transitioning of the equipment will occur over the summer, providing Pepsi-fans time to savor their beloved products during these final days on the Hill.
In the upcoming year, there could be more beverage changes to the Hill than the transfer from Pepsi to Coke: rumors have been circulating that the College will acquire a Starbucks coffee machine for the Burke Library. Cornish explained that the library previously had coffee vending machines, but because the coffee was not of high quality, it was removed due to lack of use. However, due to the rising demand for Starbucks products, Hamilton is looking to provide students with this option once more.
Recently, Starbucks partnered with Outerwall, Inc., the company that sponsors RedBox, to bring their specialty coffee beverages to the public in vending machines. However, these machines are only offered in a limited number of locations and require servicing; therefore, it is doubtful that a college the size of Hamilton will be able to request such a machine. Nevertheless, there remain options for coffee vending machines in the library. Next Generation offers small Starbucks machines, such as those in the Diner, for which the College is trying to add HillCard access.
The battle between Coke and Pepsi will inevitably continue, but it seems that Hamilton overwhelmingly supports “America’s Real Choice.” So, Conts, let’s all raise our cans of Coke and “open happiness” together.
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