A medium-weight strategy board game inspired by the real-life cola wars of the 1980s. Can you beat the real thing? It's the 1980s, and you're in charge of marketing for a startup brand of cola. The game will last up to five years, starting in 1981, and each year ten market share tokens are up for grabs. The market share tokens get bigger as the soda market grows, so they get more valuable as the years go by. You track who's winning by placing market share tokens on a bar graph in the middle of the table. Whoever has the most market share at the end of the game wins! The game is played on two battlefields: Head Space and Shelf Space. Head Space is about making your brand easy to think of. For example, you might want people to think of your brand when they think of Sports or Taste. Shelf Space is about making it easy to buy by improving its distribution in retailers like Fast Food and Movieplexes. Just like in real-life marketing, consumers have the final say. At the end of every year, dice are rolled to determine what the consumer is thinking about and where they're shopping. Whoever is in the right Head Space and Shelf Space wins market share. By hiring Executives, you'll be able to run advertising campaigns (including jingles!), negotiate shelf space, sign celebrity endorsers, conduct market research, and engage in corporate shenanigans to get ahead. Managing your budget is crucial. You'll get money at the beginning of every year, but if you don't spend it all, you lose it. Cola Wars is packed full of 1980s flavour and fizzes with strategic choices, thrilling surprises, and laughs along the way. If you've ever dreamed of being a high-powered carbonated soft drinks marketing executives (and who hasn't!) then Cola Wars is for you! -description from the designer