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Category
P.O.P. & In-Store / Series
Annual ID
OS24_OH048M
About the Work
#BetterWithPepsi is an unapologetic reminder for cola lovers to always enjoy their favorite food and beverages with what tastes best: Pepsi. The brand has used this platform to demonstrate the cola’s perfect matchup with favorite American foods like burgers, pizzas and hot dogs, but in 2023, they wanted to shift its marketing focus to a new category— alcohol.
Pepsi wanted to reposition consumers’ take on the classic Rum and Cola. For over 100 years, Rum and Coke has been a staple on cocktail menus, but blind taste tests prove 56% of participants prefer mixing rum with Pepsi compared to Coke. Pepsi wanted to lean into this cultural tension, and ignite a conversation on Rum and Coke vs. Rum and Pepsi.
Whether slow sipping to stay cool at the beachside or toasting to friends at the bar, one thing is clear: no matter where you find yourself, Pepsi enhances the taste of rum. After all, Rum is #BetterWithPepsi, and the proof isn’t just in the research, it’s also in the logos.
Using a professional paper artist, we uncovered the Pepsi logo hidden in plain sight of Captain Morgan and Bacardi logos. Because while Pepsi might not be on the cocktail menu, it’s always in the picture.
We placed the provocative images across social media and SEO buys, high-profile print placements including The New York Post and The Atlanta Journal, OOH placements on the beaches of Miami, as well as outside popular bars, restaurants and liquor stores in cities across the U.S. We also launched a promotion in partnership with alcohol delivery platform Drizly, offering users who order Rum and Pepsi $0 Delivery or $5 off their order.
The images earned 6.9MM impressions via earned media and OOH, while the #BetterWithPepsi promotional code used in our Drizly partnership saw a much higher redemption rate than they have seen with other promo codes in 2023. Additionally, month-over-month sales saw a significant increase during the campaign period.
Captain Morgan even took notice and graciously delivered a life-sized pirate statue to the Pepsi headquarters, letting the brand know they also agree Captain Morgan goes #betterwithpepsi.
Pepsi wanted to reposition consumers’ take on the classic Rum and Cola. For over 100 years, Rum and Coke has been a staple on cocktail menus, but blind taste tests prove 56% of participants prefer mixing rum with Pepsi compared to Coke. Pepsi wanted to lean into this cultural tension, and ignite a conversation on Rum and Coke vs. Rum and Pepsi.
Whether slow sipping to stay cool at the beachside or toasting to friends at the bar, one thing is clear: no matter where you find yourself, Pepsi enhances the taste of rum. After all, Rum is #BetterWithPepsi, and the proof isn’t just in the research, it’s also in the logos.
Using a professional paper artist, we uncovered the Pepsi logo hidden in plain sight of Captain Morgan and Bacardi logos. Because while Pepsi might not be on the cocktail menu, it’s always in the picture.
We placed the provocative images across social media and SEO buys, high-profile print placements including The New York Post and The Atlanta Journal, OOH placements on the beaches of Miami, as well as outside popular bars, restaurants and liquor stores in cities across the U.S. We also launched a promotion in partnership with alcohol delivery platform Drizly, offering users who order Rum and Pepsi $0 Delivery or $5 off their order.
The images earned 6.9MM impressions via earned media and OOH, while the #BetterWithPepsi promotional code used in our Drizly partnership saw a much higher redemption rate than they have seen with other promo codes in 2023. Additionally, month-over-month sales saw a significant increase during the campaign period.
Captain Morgan even took notice and graciously delivered a life-sized pirate statue to the Pepsi headquarters, letting the brand know they also agree Captain Morgan goes #betterwithpepsi.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Alma DDB / Miami
Production Company
Carbo Films
Chief Creative Officer
Alvar Sunol
Creative Director
Bruno Trad
Executive Creative Director
Daniel Correa
Executive Producer
Jay Rivera
Photographer
Marcal Vaquer
Account Supervisor
Vanessa Foinquinos
Co-President & CEO
Isaac Mizrahi
Group Account Director
Karen Udler
Head of Business Affairs
Rosi Pratts
Paper Artist
Raya Sader
President
Javier Carbo
Retoucher
Juary Leocadio
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