There is little love lost. Both companies discourage their employees from visiting restaurants where the competitor sells beverages. At a recent conference for Wall Street analysts, the chief executives of PepsiCo and Coca-Cola took subtle digs at the competing sports drinks. Of the two companies, Coca-Cola is arguably getting more credit for shaking things up. It has built one of the world's largest social media operations with 33.3 million friends on Facebook. It started an in-house division to find and invest in smaller brands such as Honest Tea. Coke Zero sales have risen by double digit percentages for 21 straight quarters. For good measure, Coca-Cola's Powerade brand is taking market share from PepsiCo's Gatorade, which is growing but more slowly than its smaller rival. The weakness in PepsiCo's U.S. soft drinks business has drawn attention away from the growth of PepsiCo's huge snacks business and global beverage portfolio.