For 10 points, name this so-called war between Coke and Pepsi.
A sci-fi take on this conflict titles a Dennis J. Barton novel where Jack has to figure out the true identity of the super-hero, the Blue Buddha.  An epic infographic describing this conflict by CnnTees includes factoids about Caleb Bradham and Robert Woodruff.  Stanley Schulman's memoir is titled for being a soldier in this conflict and includes how he helped change the habits of so-called Tabaholics.  In Blink, Malcolm Gladwell posited that the results of a 1975 "challenge" during this conflict were biased because it relied on a (*) sip test.  Early campaigns in this conflict included "Nickel, Nickel" which boasted that one side was "Worth a Dime".  This conflict follows the statement that "China's under martial law" in "We Didn't Start the Fire".  One side in this conflict changed its recipe after its rival hired celebrities such as Madonna to be the "voice of a new generation".  For 10 points, name this so-called war between Coke and Pepsi.
A sci-fi take on this conflict titles a Dennis J. Barton novel where Jack has to figure out the true identity of the super-hero, the Blue Buddha.  
cola wars [accept anything involving Coke and Pepsi before the end; prompt on Pepsi Challenge]