case studies

Gold winning Pepsi Print Advertising

Words by: Print Power

For 30 years, the top three US burger chains – McDonalds, Burger King and Wendys – have sold only Coke, while research reveals that 60% of people prefer Pepsi. So they set out to prove that burgers are ‘Better With Pepsi’.

Ahead of National Burger Day, they employed an origami artist to fold the wrappers of each brand to find the hidden Pepsi logos within their own, and turned them into striking, close-up images. As well as the ads appearing in national newspapers and on social media, they displayed them outside the burger chain headquarters and stores.

This work makes Pepsi top of mind when enjoying burgers. Knowing the business challenges of not being invited inside the fast-food restaurants, this guerilla approach to associate the Pepsi drink with the burger brand is cheeky and smart, and the execution tastefully simple. Lunch anyone?

Jens Waernes

Cannes Jury Member/MD Creation Scholtz & Friends Group

The public loved the cheeky ads. The campaign got 3.6 billion impressions, saw a 1.1 market share stolen from Coke, and secured three new burger chain partnerships. Says Pepsi: ‘We might not be on the menu, but we are always in the picture.’

Credits:

AGENCY Pepsico International Purchase

BRAND Pepsi

CATEGORY Print & Publishing/Food & Drinks

AWARD Gold Lion