Roger immediately launched the "Cola Wars" by signing a multimillion-dollar sponsorship deal with Michael Jackson. The campaign included Lionel Ritchie, Madonna and Michael J. Fox and successfully grew Pepsi's market share. This success led Coca-Cola to change its formula. Roger famously said on the day that Coca-Cola announced the change: "After 87 years of going at it eyeball to eyeball, the other guy just blinked." Seventy-nine days later Coca-Cola revived its old formula in response to customer outcry.