Pepsi: Better with Pepsi

Pepsi, a soft drink brand, ran #BetterWithPepsi, a print-led campaign in the United States to win market share and increase engagement.

Campaign Summary

To understand U.S. consumers' actual preferences, Pepsi commissioned third-party blind taste tests to discover how burgers from three U.S. chains paired with different beverages. The results: participants preferred Pepsi over Coke.

As a challenger brand, Pepsi wanted to lean into this tension by launching a campaign with an unmissable kickoff moment so big, that even burger chains that normally don't pour Pepsi, and all the soda drinkers who eat there, couldn't help but see and remember that everything is #BetterwithPepsi.

Campaign Goals

In addition to creating an unmissable moment, we wanted to:

  1. Steal 1 share point (or more)...

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