Despite a history of winning head-to-head taste tests, Pepsi remains a challenger to Coke, averaging in the 30-40% share historically. And for 30+ years, Pepsi has been locked out from competing at top U.S. burger chains due to exclusivity deals with Coke.

As a challenger brand, Pepsi leaned into this tension with a 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. By expertly folding burger wrappers, we poked the burger giants on #NationalBurgerDay, revealing how even when Pepsi isn’t on the menu, it’s always in the picture.

The campaign was strategically placed outside the burger chains’ headquarters and stores, while running in The New York Post and across socials. It earned 3.6 billion+ impressions, a 29% increase in brand consideration and a 1.1-point share swing from Coke vs YAGO— exponential in a $29B category.