An interesting article from AdAge.com about fierce rivals partnering up.
NEW YORK (AdAge.com) — As the beverage industry comes under assault with proposed sugar taxes in several parts of the country, Coca-Cola, PepsiCo and Dr Pepper Snapple Group have begun running print and TV ads touting their joint initiative to remove full-calorie soft drinks from schools across the country. The normally fierce rivals are collaborating on a three-year commitment that has led to an 88% decrease in calories from beverages shipped to schools since 2004.