Miami Awards
Category
Craft / Photography
Annual ID
MIA22_DE003G
Description
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 Burger King, McDonald’s and Wendy’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. Using origami artist Raya Sader Bujana’s sleight of hand and photographer Marçal Vaquer’s sharp eye, Pepsi unapologetically poked the U.S. burger giants on #NationalBurgerDay by revealing how even when Pepsi isn’t on the menu, it’s still in the picture. Bringing the concept to life through origami, the paper art form was the perfect match to demonstrate the message via the wrappers.
Launched on National Burger Day, the photographs were strategically placed outside the headquarters and stores of U.S. burger chains, 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 3.6 billion impressions and a 1.1 share swing during the campaign period, making a big impact in a $29B category.
To better understand consumers’ actual preferences, Pepsi commissioned third-party blind taste tests and a consumer survey to discover how burgers from Burger King, McDonald’s and Wendy’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. Using origami artist Raya Sader Bujana’s sleight of hand and photographer Marçal Vaquer’s sharp eye, Pepsi unapologetically poked the U.S. burger giants on #NationalBurgerDay by revealing how even when Pepsi isn’t on the menu, it’s still in the picture. Bringing the concept to life through origami, the paper art form was the perfect match to demonstrate the message via the wrappers.
Launched on National Burger Day, the photographs were strategically placed outside the headquarters and stores of U.S. burger chains, 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 3.6 billion impressions and a 1.1 share swing during the campaign period, making a big impact in a $29B category.
2022 Awards
Total Points: 15
Gold Winner
Credits
Agency
Alma DDB / Miami
Client / Brand
PepsiCo / Purchase
Production Company
Carbo Films / Venice
Chief Creative Officer
Alvar Sunol
Creative Director
Bruno Trad
Daniel Correa
Executive Producer
Jay Rivera
Photographer
Marcal Vaquer
Strategist
Angela Rodriguez
Paola Villalobos
Founder & Chairman
Luis Miguel Messianu
Group Account Director
Meg Valls
Paper Artist
Raya Sader
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