I think that coke and pepsi have dominated their market by selling drinks for all types of people. They tailor their product to fit any one persons need. From the average soft drink to sports drinks and even energy drinks. Because they continue to expand throughout different countries and in variety, itwould be nearly impossible for another company to step in and become more popular. Not to mention, if a company started to become more popular, coke and pepsi would probably buy them out and sell another company's product with either of their trademarks. Like Vitamin Water.