Abstract
This study examined the television commercials by two multinational beverages companies operating in
Pakistan i.e. Coca-Cola and PepsiCo to explore any change in cultural values manifested in them at the rise of new
millennium. A qualitative content analysis of television ads by the two companies with a variety of taglines and
themes used over last 18 years (2000 to 2017) was carried out. Findings show a visible change of value
manifestation in their commercials with a shift of advertising themes and taglines from fun, lively, and sports to
family, sexuality, and hedonism. The findings are discussed in the perspective of globalization effects.
