Fizz - going, going, gone

Coke and Pepsi have always been leaders in the fizzi cola market. Targeting the youth - promoting their brands as cool, trendy, meant for the youth. Although targeted at the same segment their positioning varies - Pepsi uses the youth's passion for cricket while Coke uses the passion for celebrities and bollywood.
Me wonders...

• how long would any youngster drink a fizzi cola simply because their favorite cricketer or star endorses it ?
• aren't they exposed to articles (reams and reams of paper) telling exactly how much pesticide is permitted and how much used!
• aren't they getting health conscious and preferring fruit juices and gatorades to fizzi colas
• is the novelty associated with colas still there?...if yes, will it continue to last ?

As for me, I might sip a cola once in a blue moon when I feel like "having a cola" - not because I am madly thirsty or because anyone I know endorses it, but simply because "my tastebuds demand it".....and interestingly it has been really long since I actually felt like having one.