After the Pepsi billboard in Asheville was vandalized, they had to strike back. They saw this as a marketing opportunity and made the folks grin for a minute when the new billboard went up. It simply says Love Asheville, which most of us cannot argue with. Believe me, Ashevillians will put up a fight when it comes to soda pop. RC is the hipster cola of choice here in these mountains, and locally made soda is making some dents in the game; but Pepsi is putting their name back on the map with social moves like this.