Pepsi is the unapologetic challenger to that other soda brand, averaging in the 30-40% share historically. As such, they always strive to remind consumers that not only does Pepsi align more with their own unapologetic approach to life, it tastes better with a lot of our favorite foods too.

The brand wanted to launch an initiative that would get consumers to associate Pepsi with food. “Better” became a platform that would remind consumers it’s not just that Pepsi tastes better, its brighter flavor ultimately provides a more refreshing, better tasting meal experience.

To better understand consumer preferences, we conducted an independent sensory and product evaluation test which found that adult consumers who frequent fast food burger restaurants prefer Pepsi with their McDonald’s Big Mac, Burger King Whopper or Wendy’s Dave's Single over the other soda brand available in those restaurants.

This research gave us our north star: fast food burgers are better with pepsi AND our biggest challenge. How do we leverage consumers' preference to enjoy their burgers “Better with Pepsi” when they couldn’t get a Pepsi with those burgers?

That’s right, for decades Pepsi has been prevented from competing at top American burger chains due to exclusivity deals with the competitor. (How ironic that even at the burger chain that tells customers they can “have it their way” they actually can’t.) So when it comes to actually choosing a Pepsi versus the other guy, most of the time in America they’re forced to settle for the competitor since it’s close at hand.

We decided these tensions would work together to create an unmissable kick off moment for the campaign on National Burger Day, so big that even the burger chains that normally don’t serve Pepsi, and all the people who eat there, couldn’t help but see.

By leaning into the tensions and taking a provocative approach in bringing the concept to life, we captured the attention of consumers worldwide with three images.

Using an origami artist’s sleight of hand to uncover Pepsi logos in the bags of the top American burger chains, the brand unapologetically poked the burger giants on National Burger Day, revealing how even though Pepsi isn’t on their menu, it’s always in the picture. On National Burger Day, when consumers shared pictures on socials showing them eating a burger and using the hashtag #BetterWithPepsi, they would also receive a free Pepsi for an ideal burger-eating experience.The images were placed in print, on digital billboards outside the fast food giants’ stores and, in the end, were shared across the world via social engagement.