The Cola Wars in 1990s were well known – with both multinationals (Pepsi and Coca Cola) pushing media to grab the largest pie of the market. However, while both Pepsi and Coke leveraged their global playbook, that strategy itself became an impediment to growth.Thums Up’s management was a lot smarter than the competition thought. They waged a clever guerrilla marketing war against Pepsi by carefully studying its global playbook, and pre-empting its moves. As a…