And so it was bound to happen! Paul the octopus has to endorse one brand over the other. Allyson Stewart-Allen, director of London-based International Marketing Partners had already predicted that to CNN, saying: "A good use for him would be in adverts featuring two competing brands, such as Coke or Pepsi. Which does Paul prefer?" And this time Paul chooses Pepsi over Coke!.... I am not sure if this is the brainchild of local agency ImpactBBDO or some international adaptation (but then, if I can read what Stewart-Allen said, so can they! :) )... On all accounts, since we have become a species of a very short memory, in a few months' time this ad will not make any sense, so the genius of it is that they striked while the iron is hot.