The Coca-Cola Company tried to falsify the results and failed. They then devised their own testing competition, but this time the participants knew what they were trying. This time Cola beat Pepsi.
As it turned out Pepsi was simply sweeter than Cola. And people subconsciously favor sweeter beverages. At least, in a short run.

As we know Coca-Cola has never disappeared from the market, neither have they changed the recipe. Well, they tried to but had to stick with the original one in the end.

The matter is that apart from a liking to sugar people do not buy a can of soda to make just one sip. They are going to drink the entire can. And in this case, sweetness doesn't matter that much.

According to research in neuroscience our perception of taste differs depending on our expectations. Knowledge of what we are about to try qualitatively changes not only our judgement but the perception itself as can be seen during MRI screening.

So is it in fact a «what you see is what you get» or a «what you get is what you see»? When it comes to judgment, the latter is perhaps more accurate.