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

An unspoken cultural truth was tapped into for the campaign, which is that for 30+ years, the top three U.S. burger chains have denied consumers the opportunity to enjoy their burgers with Pepsi due to U.S. exclusivity deals with Coke.

#BetterWithPepsi came from this insight. We decided there needed to be an unmissable kick off moment so big that even those U.S. burger chains that normally don’t pour Pepsi, and all the soda drinkers who eat there, couldn’t help but see.