To understand U.S. consumers’ preferences, Pepsi commissioned a third-party blind 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 in the U.S. was tapped into for the campaign, which is that for 30+ years, the top U.S. burger chains have denied consumers the opportunity to enjoy their burgers with Pepsi due to exclusivity deals with Coke.

#BetterWithPepsi came from this insight. Expertly folded burger wrappers unapologetically poked the burger giants on #NationalBurgerDay, revealing how even when Pepsi isn’t on the menu, it’s always in the picture.