ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Advertising

Better With Pepsi - McDonald's Print

Agency alma DDB / Miami + PepsiCo + OMD + Carbo Films

Client Pepsi

Category

Art Direction - Press / Poster / Poster Advertising - Single

Annual ID

ADC101_ADV036B

About the Work

Pepsi has always been grounded in unapologetic enjoyment, and consumers have always unapologetically enjoyed food. That’s why Pepsi and food unapologetically go together, better than anything else. But for 30+ years, the top U.S. burger chains have served their burgers with Coke, even though burgers go better with Pepsi.

To better understand consumers’ actual preferences, Pepsi commissioned third-party blind taste tests and a consumer survey to discover how burgers from McDonald’s paired with different beverages. The results were clear: participants preferred Pepsi over Coke.

There is an unspoken cultural truth that was tapped into for the campaign, which is the fact that for 30+ years, the top three U.S. burger chains have denied consumers the opportunity to enjoy their burgers the optimal way (with an ice-cold Pepsi), due to exclusivity deals.

#BetterWithPepsi was a proactive campaign that came from this insight. By working with an origami artist to expertly re-craft paper bags of the top U.S. burger chain, consumers saw that while Pepsi might not be on the menu, it’s always in the picture.

Launched on National Burger Day, the images were strategically placed outside the headquarters and stores of the U.S. burger chain, while also running in The New York Post and across social media. Lauded by the industry as one of the best Pepsi campaigns in the history of the brand, it went on to earn more than 3.4 billion impressions and a 1.1 share swing during the campaign period, in a $29B category.

2022 Awards

Total Points: 9

Credits

Agency

Alma DDB / Miami

Client / Brand

PepsiCo

Production Company

Carbo Films

Media Distribution Company

OMD

Chief Creative Officer

Alvar Sunol

Creative Director

Bruno Trad
Daniel Correa

Executive Producer

Jay Rivera

Photographer

Marcal Vaquer

Retoucher

Juary Leocardio

Associate Strategic Planning Director

Paola Villalobos

Creative Chairman & CEO

Luis Miguel Messianu

EVP, Operations & Production

Michelle Headley

Executive Director

Elayna Tekle

Group Account Director

Meg Valls

Paper Artist

Raya Sader

President

Javier Carbo

Senior Director Brand Marketing

Jp Bittencourt

SVP, Head of Strategy

Angela Rodriguez

Vice President of Marketing Communications

Emily Thomas

Vice President, Head of Marketing

Todd Kaplan

VP, Director of Production

Yeyo Marquez

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