'Better with Pepsi' proves we actually prefer Pepsi to Coke

Let’s be real. Can you guys actually taste the difference between Pepsi and Coke?

Brown, carbonated sugar. That’s all I’m getting. And with ALL the variations on either side, I honestly can’t say one’s really different from the other, let alone better.

But the Pepsi vs. Coke debate is one of the most prominent in food history. In New Zealand, a blind taste test showed Pepsi comes out on top. In the U.S., the split is fairly even at 57% of participants choosing the same.

The never-ending rivalry over brown fizz makes me want to eye roll into another universe. But even I must admit this rivalry has led to some pretty entertaining ad campaigns.

So, who am I to judge?

And one campaign stands out amongst the age-old feud. 

'Better With Pepsi' started in 2021 and spanned over three years with several variations.

This particular  campaign was founded on one unspoken cultural truth. Despite the fact that the preference split for the drinks is basically even, the top three burger chains in the U.S. have only sold Coke for the last 30 years. And this prevents people from enjoying their favourite takeout with an ice-cold Pepsi.

So Pepsi set out to right this wrong.

And they did so with the help of origami artist Raya Sader. Sader recrafted paper bags from McDonald's, Burger King, and Wendy’s to reveal Pepsi’s logo hidden amongst the colours. This proved that, even though Pepsi may not be on the menu, it should always be in the picture.

Launched on national burger day, Pepsi placed the OOH ads outside top U.S. burger chains restaurants and headquarters. Billboards and digital displays showed the origami Pepsi logos alongside the text 'Better with Pepsi.' The brand also ran print ads in The New York Post and across socials.

But the campaign went far beyond beautifully crafted Pepsi logos.

To understand what consumers in the U.S. prefer to drink with their burgers, Pepsi commissioned their own third-party blind taste test. They aimed to discover how the burgers from McDonald's, Burger King and Wendy’s paired with different drinks.

Turns out, participants preferred Pepsi to Coke. These stats formed the basis of this campaign and were featured in the OOH displays.

So, how did it the campaign go down?

Like an ice-cold glass of Pepsi.

'Better with Pepsi' was lauded as one of the best campaigns in the brand's history. It led to 3.6 billion impressions, a 29% increase in brand consideration in 2021, and a 1.1-point share swing during the campaign period, in a $29B category. And it also took home 8 awards from the D&AD Awards alone.

Sounds like a win to me.

Other variations of the campaign included a 'Better with Rum' instalment for National Rum Month in August 2023. This was designed to steal market share from the famed ‘Rum and Coke’ cocktail while promoting the brand's own restaurant called ‘Pep’s Place’, and a Pepsi-based condiment called ‘Cola-chup’ (ew?).

So what can we learn from the 'Better With Pepsi' campaign?

• Simplicity is key. The general population is overstimulated and fatigued by the plethora of content thrown at them on a daily. For Pepsi, the visual elements of the origami were just as impressive as the clever execution itself. Sometimes, the best way to stand out, is to not, if you catch my drift.

• Do your due diligence. Pepsi’s consumer testing meant they were able to yield real-life results and create the basis of the “Better With Pepsi” campaign. And because it spoke to an actual consumer truth, it resonated.

• The more, the merrier. In total, there were more than five iterations of this campaign. So Pepsi was able to collect more and more consumers along for the ride with each instalment. This goes to show, if you have one golden idea, you can run with it as long as you need.

-Sophie, Copywriter