Over the past few weeks, Pepsi has been making itself very clear: its fizzy drink goes better with burgers than rival Coca-Cola. Like Burger King, the challenger brand always has more fun.
Pepsi has commemorated #NationalBurgerDay on Friday (27 May) with a simple but effective execution, using packaging from fast food joints KFC, McDonald's and Wendy's and circling where the Pepsi logo coincidentally appears. All to illustrate that its drink naturally goes with burgers.
Teasing - 'even when we’re not on the menu, we’re always in the picture' - the ad is part of a competition to win a Pepsi to accompany your burger, to encourage more consumers to make the switch from Coca-Cola. All they need to do is share a photo of themselves with a Pepsi and any burger on social media with the hashtag, and it will provide a rebate for the price cost.
The ad campaign is part of a wider #BetterWithPepsi push it started earlier in May. After Pepsi commissioned a third-party blind taste test and consumer survey to discover how burgers with signature offerings from the top three burger chains paired with different beverages if found 60% of participants preferred their Big Mac, Whopper and Dave's Single with Pepsi over Coke.