This study evaluated the emotional appeals used in Coca-Cola’s #TakeATaste and Pepsi’s Fizz to Life television commercials and their influence on the brand positioning of Coca-Cola and Pepsi beverages. The study was anchored on Emotional Appeal Theory. A mixed-methods approach was adopted, involving a structured questionnaire administered to 375 Nigerian consumers and indepth interviews with marketing and media professionals. Quantitative data were analysed using descriptive statistics, while qualitative data were analysed thematically. Findings revealed that Coca-Cola’s #TakeATaste television commercials predominantly employed emotional appeals such as happiness/joy nostalgia and friendship/connection. It further found that consumers generally responded positively to emotional appeals, particularly when the messages reflected culturally familiar experiences. Emotional advertising enhanced brand perception, emotional connection, and social engagement, with many respondents indicating willingness to discuss the adverts and interact with brand content. However, 26.7% of respondents reported difficulty relating to some emotional portrayals, while 25.6% identified cultural differences as affecting interpretation. Additionally, 26.7% agreed that excessive emotional focus sometimes reduced message clarity. Although emotional appeals strengthened consumer engagement and brand positioning, their direct influence on purchase decisions and loyalty was moderate. The study concludes that emotional appeals remain an effective strategy for the brand positioning of CocaCola and Pepsi beverages in Nigeria. The study recommends that both brands continue using emotional appeals while ensuring television commercials reflect relatable Nigerian experiences and maintain message clarity.