Going After That Elusive Yeti Demographic

What a bumble -- Thanks to overenthusiastic Himalayan logo placement, Coke and Pepsi find themselves between a rock and hard place...

We've known for quite a while that they're both aggressive marketers, but now they've taken things to new heights -- and with a catch-22 environmental impact. Oops. Blame the locals.

Coca-Cola and Pepsi have been asked by India's Supreme Court to explain why they have plastered adverts on the side of the Himalaya mountains
Judges issued notices against the companies after the court heard logos had been painted directly onto the rock face alongside more than fifty-kilometres of road along the Rohtang pass in Himachal Pradesh.

Pepsi logo on the Himachal Pradesh mountains
Sunil Gupta, a spokesman for Coca-Cola India, told the BBC's World Business Report the advertisements were outside the company's control.

"It's actually a franchise area, it is not under the distribution and marketing of Coca-Cola India," he said.

"We have very strict guidelines, advertising has to be near an outlet and can only be on walls and in the shop, so the Supreme Court ruling came as quite a shock," he added.