Sculley initiated one of the company's first consumer-research studies, an extended in-home product test in which 350 families participated. As a result of the research, Pepsi decided to launch new, larger, and more varied packages of their soft drinks, including the two-liter bottle Sculley worked with DuPont to develop. In 1970, Pepsi set out to dethrone Coca-Cola as the market leader of the industry, in what eventually became known as the Cola Wars. Pepsi began spending more on marketing and advertising, typically paying between US$200,000 and $300,000 for each television spot, while most companies spent between $15,000 and $75,000. With the Pepsi Generation campaign, Pepsi aimed to overturn Coca-Cola's classic marketing.