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.

The dilemma was that due to exclusivity deals, U.S. burger chains have denied consumers the opportunity to enjoy their burgers the optimal way: with an ice-cold Pepsi.

We wanted to lean into this tension and be provocative in bringing the concept to life visually. By working with an origami artist to expertly re-craft the top burger chains’ wrappers, consumers saw that even when Pepsi isn’t on the menu, it’s always in the picture.

The core building block of the initiative was the paper artwork that uncovered Pepsi’s logo in the wrappers of the top U.S. burger chains. We had to make sure we could clearly see the Pepsi logo inside the logos of the burger chains at the same scale, while also allowing both Pepsi and the respective burger chain logo to be visually represented in the final product to deliver on the concept.