Coca-Cola and Pepsi exchanging tweets caused a stir yesterday. Arch-rivals talking to each other, albeit just one very short exchange. One colleague here at Brandinstinct thinks this is a classic example of social age hype, but Uri’s a social media veteran so he would think that.

Prompted by Amnesia’s Iain MacDonald, this seed exchange could be the start of a new way of rival brands communicating with each other that is civil (talking to your opponent leads to a civil form of competition), rather than the classic baiting and one-upmanship favoured by airlines in particular. If you accept that Twitter is a brand communication channel, then what we have here could develop into more discussions taking place in this civil dimension.

We’ll keep an eye on if/how this Coke-Pepsi civil dialogue progresses. Read the full article on AdAge.